Project Overview
One of customers primary pain points when applying for a credit card is not knowing whether they will be approved, driven by a fear of being declined and negatively impacting their credit score. Nearly 6 million visitors use Capital One's Pre-Approval website experience to get matched to products they are pre-approved for, taking the tear out of applying for credit cards. The Capital One Card Site team builds and optimizes the Pre-Approval form on the website to deliver a seamless application experience. We are looking tor a product manager to join the Card Site team to improve this front-end experience with a focus on A/B testing.
Challenge
The primary challenge is to improve the front-end experience of Capital One's Pre-Approval website to alleviate customers' fear of being declined for a credit card and negatively impacting their credit score. This requires addressing the uncertainty customers face when applying for a credit card and ensuring a seamless application process.
Approach
The approach to tackling this challenge involves a user-centric design process, focusing on understanding the users' needs, pain points, and behaviors. This will involve iterative design and testing to ensure that the final solution effectively addresses the users' concerns while meeting business objectives.
Ideation
Empathy Mapping: Start by empathizing with users to understand their emotions, fears, and motivations when applying for a credit card.
Brainstorming Sessions: Conduct brainstorming sessions with cross-functional teams to generate ideas for improving the pre-approval experience.
Storyboarding: Create user journey maps and storyboards to visualize the user experience and identify pain points and opportunities for improvement.
Research
User Research: Conduct qualitative research, such as interviews and surveys, to gain insights into users' experiences, pain points, and expectations.
Competitive Analysis: Analyze competitors' pre-approval processes to identify best practices and areas for differentiation.
Data Analysis: Utilize data from user interactions with the current Pre-Approval form to identify patterns and areas for optimization.
Tools Used
User Research Tools: Tools like UserTesting, Qualtrics, or SurveyMonkey for conducting user interviews, surveys, and usability testing.
Design Tools: Figma for creating wireframes, prototypes, and visual designs.
Analytics Tools: Google Analytics, Mixpanel, or Adobe Analytics for tracking user behavior and analyzing website performance.
Collaboration Tools: Slack, Zoom, and Jira for team communication and project management.
A/B Testing Tools: Optimizely, VWO, or Google Optimize for designing and running A/B tests to evaluate the effectiveness of design changes.
By following this design process, the UX Designer can work collaboratively with the Product Manager and the Card Site team to iteratively improve the Pre-Approval experience, reducing users' fear of rejection and enhancing overall satisfaction with the credit card application process.
