Banking
Customer onboarding for Banking — credit card registration workflow
A credit-card provider was hemorrhaging applicants. The business-card application form was long, non-mobile-friendly, hard to navigate, and validation pushed users away just before submit. Drop-off was the top business risk.
- Role
- User Experience Design
- Duration
- 9 months
- Year
- 2015
- Company
- Confidential (NDA)
- Domain
- Banking · Fintech · Customer Onboarding
01
The problem
A credit-card provider was hemorrhaging applicants. The business-card application form was long, non-mobile-friendly, hard to navigate, and validation pushed users away just before submit. Drop-off was the top business risk.
02
The approach
Redesign the international business-card application process to reduce drop-off rates by addressing usability, accessibility and legal issues, modernising the design, and optimising the flow across devices.
Framing success
Defined success up-front with the business: reduced form abandonment, reduced support cost, increased credit-card registrations. Every design call was tested against those three numbers.
- Design for accessibility
- Mobile-first approach
- Multi-regional adaptability
- Compliance with banking regulators
- Feedback loops at every step
Approach
Audited the legacy form, mapped competitor flows, and broke the application into progressive, validated steps with inline error recovery.
Re-designed the mobile experience first, then scaled up — instead of the other way around — which is what the legacy form had done wrong.
03
The outcomes
- In regulated onboarding, every extra field is a tax on conversion. Designing the form is half the work; designing what you don't ask for is the other half.
- Mobile-first wasn't aesthetic — it directly moved the abandonment number.
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