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Credit card offer

Credit card offer flow for clients to fulfil

Introduction

Clients that have been with the bank up to  60 days, 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 teams; conducted experience mapping and secondary research. Leveraged past research and existing live data related to similar flows and concepts.

First iteration design

Designed a 'happy path' user flow using the design library to illustrate a successful card approval journey, and presented it to internal stakeholders for experience alignment.

User testing

Collaborated with a lead researcher to develop research questions, conduct moderated interviews, analyze findings, and share insights with stakeholders.

Final Design

Final designs, informed by research findings, were shared with stakeholders and iterated to address legal requirements and technical constraints identified during design and development.

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 the credit card offer both in the mobile app and online banking. Below outlines the different outcomes when a user selects the offer from their Account Summary page.

Refine & Iterate

Designed primarily for the mobile app (web view), collaborating closely with the mobile design team to ensure consistency in interactions and visuals across the app.

Revisions

INITIAL FINAL SCREENS

  • After the adjudication screen users felt the final screens were too much
  • Partner benefits were highly popular among test users, with many citing them as a key deciding factor and recommending they be introduced earlier in the flow.
  • Tech limitations required 'set your preferences' to appear before the adjudication screen, creating an unusual experience where users had to select card delivery before approval.

REVISED FINAL SCREENS

  • Consolidated all information into one screen and also removed some information from the initial final screen View final screen
  • Used the client’s previously set delivery preferences from their first account and provided an contact and reference information to update the delivery location if desired.
  • Partner benefits were highlighted on both the initial and final screens, with a tile format on the final screen to provide a clear, scalable view. This approach was well-received by stakeholders and, by using external links, avoided the need to include extensive legal disclaimers.

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

Since users were being redirected from their original path, an upsell intercept screen was added to provide context and preserve user control, prioritizing their natural journey over pushing the upsell offer.

Research

The compare view screen performed exceptionally well in user testing, boosting decision confidence. Users recommended adding it to the initial offer screen, but current business and technical constraints prevent showing multiple cards during initial pre-approval.

Outliers - Downsell

In the pre-approved offer flow, users who were not approved after adjudication were offered a downsell card with lower approval requirements instead of being fully declined.

Downsell pain point

To ensure users were aware of receiving a downsell card by default unless declined, an intercept screen was introduced to highlight the card change and prompt user action.

Research

Previous research on the downsell scenario showed that users wanted more information—such as card features and fees—when presented with the downsell approval and card image.
Terri Persad
Product Designer
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