Customer Growth Design
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Potential Customers
Feel safe to apply for credit without harming their credit score
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Marketing, Creative,Analytics, and Compliance teams
Provide a clear form to engage new customers to apply for a credit line without impacting their credit score
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Provide research
Document questions and requests
Create mockups & flow
Present to stakeholders & gather feedback
Work with developers to test and deploy
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Comparative Analysis
5 Second Test
Surveys
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Confluence - Documentation/Research
Otter.AI - note taking
Jira - Dev Collaboration
Lyssna - User Testing
Overflow.io - User Flows
Figma - Wireframes
End-to-End Customer Growth Design
Challenge: Fingerhut offers people different credit products who are seeking to establish or re-build their credit. However, if someone applies for credit and isn’t approved, this could lower their credit score.
Hypothesis: Creating an intuitive experience where people feel safe to apply for credit, more people with feel empowered to apply.
Metric Goal: Boost new customers acquisition by 7%.
““This is projected to be one of the biggest opportunities to move the needle this year”
-Stakeholder”
Create & Share
My research began by documenting how other banks presented their pre-qualification experiences.
I took particular note of the language, the information they requested, and the amount of steps of the process.
I shared my research with the across teams in order to have a shared understanding of our competitors in the space.
Comparative analysis gave me insight to the language and tools our competitors use.
Early designs of banners and landing pages
I made early mocks to further discussion and plot out requirements.
Requirements Change
I shared my research across the marketing, creative, and product teams to stayed aligned in our approach.
I worked with the QA and product owner on the team to confirm all possible scenarios and discover any missing edge cases.
In order to understand how people respond to a form asking them to fill out personal information, I ran several rounds of user testing.
During this discovery, requirements were changing daily. I created and updated a user flow so all teams could view and provide feedback for the current state of this initiative.
Testing Testing
What makes people want to interact with a form? What impact does the required fields or style of the form have on people’s willingness to interact?
I ran two rounds of 5 Second Tests with 50 lyssna testers
3 Open-Ended Questions:
-Would you feel comfortable entering personal information into this either of these forms?
-What made you feel comfortable and what did not?
-How do you know a website is secure?
First round of 5 second test
Second round of 5 second test
Key takeaways:
- light/dark mode and form field style split favorability
- a website is felt to be secure when a ‘lock icon’ is displayed
With that insight, I recommended moving the digicert lock badge from the footer to below the CTA to give people a dynamic sense of security.
Stakeholder Review
I gave a walkthrough of the pre-qualification user journey map at the weekly update meeting for stakeholders and ELT. I emphasized that this experience is fast, secure, and reassures people that this will not affect their score. I also detailed the post-launch test iterations.
The response was positive and the feature was set to launch ahead of schedule. I met with the team to write and prioritize stories.
Journey Map shared with stakeholders outlining the Pre-Qualification experience
“This initiative will help us reach our target growth for new customers”
Impact / Second Phase
The first month after launching saw an 12% increase in new customers acquisition which boosted sales in a historically slow season.
Next I recommended iterations to test, a multi step form that adds a few fields that would increase the chance of the applicate’s approval rate.