Credit card provider is experiencing form abandonment. High drop-off rates in its business card application process due to an outdated, lengthy, non-mobile-friendly form with poor navigation and cumbersome validation.

Problem Statement

About the project

Role : User Experience Design,

Duration : 9 months , 2015

Company : NDA

Quantifiable Improvements made:

Impact & Results to the end of the project

Summarizing project in simple terms

First things first…

1. How are we defining success for the effort in this project? Success metrics - Reduced form abondenment, Reduced support cost, Increased credit card registrations

2. Understanding short term, and long term expectations of the customer

3. Know our competitors - Latest design trends and best practices.

Must Haves

1. Design for accessibility

2. Mobile first approach

3. Multi-regional adaptability

4. Compliance

5. Feedback loops

In-Scope

Redesign the international business card application process to reduce drop-off rates by addressing usability, accessibility & legal issues, modernizing design, and optimizing user flow across devices.

User Research & Analysis

1. Audit existing pain points (e.g., form length, validation, mobile responsiveness).

2. Conduct usability testing to identify friction points.

UX/UI Redesign

1. Simplify form structure and input fields.

2. Introduce mobile-first responsive design.

3. Created responsive, mobile-first designs

4. Accessibility compliance

5. Multi-regional adaptability of design

Content & Interaction Updates

1. Mandatory legal information overshadowed the actual registration tasks

2. Optimize progress indicators and error messaging.

Competitor Analysis

Here is what we looked for

• Understand our market position and share

• Develop a UX strategy and design process

• Discover how competitors solve similar usability issues

• Learn about failures and how to avoid them

• Determine competition strengths and weaknesses

• Learn about trends and innovation

Usability evaluation using Heuristic - UX Audit

Auditing the existing site for common usability and heuristic issues while keeping an open book for key opportunities (SWOT analysis). Several critical usability and design challenges have been identified within the current application experience:

Customer journey map

Auditing the current site to identify common usability and heuristic issues, while remaining open to key opportunities through a SWOT analysis, formed the foundation for creating a comprehensive customer journey map. This process surfaced several critical usability and design challenges within the existing application experience, highlighting pain points and moments of friction

User Journey Redesign

Key Touch points created:

1. Responsive card comparison interface

2. Simplified registration form where user details and concent to contact is taken in initial step.

3. Progressive disclosure of form

4. Multi-step completion process with clear progress indicators

Optimized Flow:

1. Card selection process

2. Minimal details registration

3. Complete registration workflow

Old design

A sample New design

Design Process

• Task Analysis: Broke down and evaluated each step of the current registration process to understand user actions and pain points.

• Form Abandonment Data Analysis: Collected and examined data on where and why users abandon the registration form to pinpoint failure points and areas for improvement

Validation Approach:

• Heuristic evaluation for usability principles

• Legal compliance review

• Accessibility audit and testing

• Cross-device compatibility testing

• A/B testing conducted by third-party validation team

Each step of the current registration process to understand user actions and pain points.

Task Analysis

Key Design Principles Applied

• Progressive disclosure: Breaking complex forms into digestible steps

• Mobile-first responsive design: Ensuring optimal experience across all devices

• Accessibility-first approach: Creating inclusive experiences for all users.

• Data efficiency: Smart reuse of user inputs while maintaining flexibility

• Legal compliance balance: Integrating mandatory content without compromising user experience

Contribute to the banks Design system

At a design system level this project also defined how input fields visually behave in different interaction states. Going ahead these inputs were later adapted for all the other digital workflows of the bank.