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Private Label Credit Card (PLCC) Application V2

Platform: Responsive (mobile + desktop)

Deliverables: UX recommendations and UI mocks

Objective: The hypothesis was simple: a more user friendly credit card application will increase completion rate (80% desktop, 76% mobile web as of Nov 2017). Approximately 25% of users who start the current PLCC application abandon before completing it.

Current Application

The current application, in addition to being outdated when it comes to our design system, also suffers from visual clutter and an unclear path forward for the user.

My task was twofold: create a more compelling application, and make sure the design would be transferable to a responsive codebase.

UI Mocks

I referred to a heuristic analysis on financing standards as well as prior in-person testing results to inform my design iterations. I then completed three separate remote testing sessions with my three recommended variations in order to narrow down an option that we could confidently A/B test against the current application. 

Variation 1: "Stepped" Progression


  • A progress bar validates and encourages the user

  • Simplifies the application by emphasizing each page in manageable pieces


  • Users may not know what to expect next until they click the "Save & Continue" CTA

Variation 2: "Cascading" Progression


  • Users are able to easily keep track of both what they've completed, and what's coming next

  • Simplifies the application by emphasizing each page in manageable pieces


  • Users may not initially see the next steps if they don't scroll -- and therefore question how quick and easy it is to complete

Variation 3: "Horizontal" Progression


  • Bakes the progress bar metaphor into the application itself

  • Gives the appearance of a one-page application


  • Narrow columns can make the amount of information appear to be denser

  • Harder to visually scan

  • Value props at the top of the page push everything else down

Research + Final Design

I tested each variation remotely on three groups of 6 users each. Users were aged 30-65+, in the United States, both male and female, and with HHIs of up to $100,000. 

Their verbal impressions as well as their ability to move through the prototypes were analyzed. Users described each application as "encouraging," "friendly," and "straightforward," but ultimately the 2nd variation won out. Its combination of a focused progression while still allowing users to review the information they'd entered along the way resonated with the testers.