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Credit card offer

Credit card offer flow for clients to fulfil

Introduction

Clients that have been with the bank for 60 days or more, with no credit card from this bank and are eligible for a pre-approved credit card and credit limit.  Based on the current information the bank has on file, including their income, employment and credit standing.  
Team Credit Cards - Consumer Banking
Year 2023
Role Collaboration team - product design and content design. Supported research
Channel Mobile App - Webview, Online banking - responsive

About card offer

Problem

This is a pre-approved offer, but clients are required to confirm income and employment and are subject to an adjudication process where they will have to agree to a hard credit check for approval. Only one card is available in the offer and after the adjudication, some clients may be eligible for an upsell or downsell credit card, depending on the initial card they were offered and if it belongs to a family of cards.
HMW encourage clients to feel comfortable with a pre-approved offer that requires adjudication to fulfil the offer?

Design process

The design team along with Product conducted various exercises with cross-functional teams to ensure that we gathered as much insights as possible

Exploration

Knowledge shares with business, engineering and architecture, experience mapping and secondary research.  Leveraged  previous research for similar flows/concepts, as well as live data that existed for those concepts.

First iteration design

this can be see below using RBC design library. Below shows the "happy path" where a user enters the flow, and is approved for the card they were targeted for, initially. This was shown to internal stakeholders

User testing

Together with a lead researcher, we put together research questions and then conducted the moderated interviews, which we analyzed together with the lead researcher and shared with stakeholders

Final Design

The findings from the research, the final designs were developed and shared with stakeholders. Further iterations of the final design were incorporated to include legal requirements (numerous Bills) as well as various technical limitations that were discovered in the initial design stage or when development began

Defining the Product

1
Segmentation - Existing clients who opened another banking product within the past 60 days and do not have an RBC credit card
2
Fulfilment - Client has 90 days to fulfil (success or fail result) credit card offer
3
Eligibility - Client employment, income and credit score must meet the requirement for credit card
4
Card family - Cards part of a card family will have a downsell and/or upsell option if eligible.
5
Offer code - applies to a card or card family, so other cards cannot be presented in offer flow.

Early iteration

In approaching this design, we looked at what the various used cases were. While we planned on going beyond MVP for launch we still needed to design for the MVP use case to set the foundation.

We gathered knowledge from business and product and looked at other card offer flows that were already in production. RBC is great at collecting data with their products so we explored current flows and their fulfilment numbers as well as screens that had high drop off.

We shared our learnings with the wider cards team across the bank on a weekly basis and conducted various design exercises with other design team members and also with the various teams under cards to create the first iteration.  

Research

Using the first iteration we conducted user testing to test our hypothesis. The research also helped us get a better understanding on what our users are expecting to see and how they react to certain pain points that we identified in our early explorations.
01

Misleading

Users felt misled by the term Pre-Approved and as it did not align with their expectations. This was further emphasized by the "Apply" CTA, as users thought that they would simply just have to accept the card and that would be it. Solution - pre-approved, is a term used across the bank, therefore removing the term was a problem beyond our work. Therefore, emphasis in seeing the value of the card through the content was emphasized. Also the term "apply" was removed and instead messaging around moving forward was used.

02

No interest

Users felt underwhelmed by "Using your Rewards". They felt it sounded like marketing and did not bring any tangible benefits that came with the card Solution - Removed this and replaced with a more tangible benefits, which is mentioned further down.

03

Exhausting

Users felt after the adjudication screen the following screens seemed unnecessary and just made the flow seem tiresome to actually get the card. Solution - consolidate some of the screens. Also some of the feedback surrounding components in those later screens (i.e Partner benefits) were mentioned in other parts of the research, which will also help optimize how we designed those screens

04

Overwhelmed

Users felt they only wanted tangible benefits. Benefits that they had to work towards did not appeal to them. Solution - Balancing user needs and business needs provided direction in how to remove information but also how to ensure meeting business needs for certain information. A clear separation in the layout allowed offer content to be separated from actual features of the card.

05

Trust

The team expected users to be turned away by the credit bureau check, however, users who were versed in credit in Canada, understood it is part of the process and associated it to RBC looking out for their customers and ensuring they were eligible to take on the proposed credit limit and credit card.

06

Decision maker

Users were very interested in Partner Benefits, which was the very last screen. This component had a positive reaction from all users and they all mentioned that it was a deciding factor. Users mentioned that they would have liked to have seen it at the very start on the Presentment screen. Solution - Partner Benefits was mentioned on the first screen. Brought in the Partner Benefits component to the "Approval" screen and changed the layout to a tile visual as Partner Benefits is expected to grow with more Partners over time.  

07

Hopeful

The "what to expect" screen, met users expectations and relieved their initial apprehension. The next steps and the idea of the bank simply confirming their information was expected.

Full path - card offer

Clients are presented with this credit card offer in the mobile app (see below) and also if they login to online banking. The below shows the various outcomes if the user selects the offer from their Account summary page.

Entry offer
Client sees card offer
Start of offer flow
Client sees the card offer with all their details
Steps
Client can see all the steps to fulfil offer
Client information
Client can confirm/update all their profile information
Income
Client can select income range
Ajudication
Clients must agree to terms and a credit check to fulfil
Success
Client successfully fulfils card off with the initial card.\

Refine & Iterate

Predominantly a flow to exist in the mobile app (web view), we designed closely with mobile design team to keep interactions and visuals aligned to other mobile app experiences.

Entry offer
Client sees card offer
Start of offer flow
Client sees the card offer with all their details
Steps
Client can see all the steps to fulfil offer
Client information
Client can confirm/update all their profile information
Income
Client can select income range
Ajudication
Clients must agree to terms and a credit check to fulfil
Success
Client successfully fulfils card off with the initial card.\

Revisions

INITIAL FINAL SCREENS

  • After the adjudication screen users felt the final screens were too much
  • Partner benefits was a very popular section among our test users, with high number of users mentioning that it is deciding factor for them and should be made available even earlier in the flow.
  • Tech limitations required "set your preferences" to be before the adjudication screen. This posed issues as it would be an unusual experience for users to select card delivery before being approved.

REVISED FINAL SCREENS

  • Consolidated all information into one screen and also removed some information from the initial final screen View final screen
  • Since this is an existing client we used what they set as their preferences for delivery when they opened their first account. We also provided information if the user wanted to change place of delivery
  • Mentioned Partner benefits in the initial card presentment screen but also brought it in the final screen in a tile format. This way users can see all partner benefits in one glance and also this section is scalable to add more benefits. This section was highly favoured by stakeholders. Legal implications also factored in this design. By using external links, we did not need to bring each partner's legal disclaimers, which were very extensive.

Outliers - Upsell

For this pre-approved offer, there was a use case for users to be approved for a more premium card than the card they were approved for. While not all offers will have an upsell scenario, the few cards that did often come with a considerably higher annual fee. In looking at this, we came to the conclusion that we need to fully emphasize the value of that increased annual fee to encourage a user to accept the upgraded card over the current card.

To achieve a richer value proposition, a compare approach and emphasizing the premium features of the card were implemented.

Upsell pain point

Users are being taken in a different direction from where they initially started in our flow. Due to that, we could not have the user go directly to the upsell scenario without an explanation. We were also cognizant that we wanted to maintain user control and freedom. Therefore, we included an upsell intercept screen, prioritizing the user's natural path over the upsell card.

Research

This screen did exceptionally well in user testing. Users loved the compare high level view and felt they were confident to make a decision. Users suggested this compare feature be used in the first offer screen, however due to business and technical limitations, we do not show multiple cards in our true pre approval at this time.

Outliers - Downsell

For this pre-approved offer there was a use case for users to be not be approved for the original offer after adjudication. However, instead of being fully declined users were given a downsell card, which carried less requirements for approval.

Downsell pain point

If a user is presented with the downsell card, they must decline the card or they will receive the card even if they exit the flow without taking any actions. To encourage the users to take an action and bring awareness, we introduced an intercept screen and communicated that the card has changed, hoping this would encourage users to feel compelled to understand what this means.

Research

Previous research was done on a downsell scenario, where they were told they were approved for the downsell option along with an image of the card. Users felt like they needed more information about the card, such as features and fees.
Terri Persad
Product Designer
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