One of Capital One’s main goals is to build trust with not only current, but prospective customers. This is why we spent a lot of time designing a welcoming experience across all the digital touch points.
I worked closely with the PMs, Researchers, Content Strategists to define the hero moments in the journey to become a customer, and led the designs for the credit eligibility checker, card application process, and company blog.
Quick Check is Capital One’s credit card eligibility checker so customers know exactly which cards they’ll be approved for before they even apply, without impacting their credit score.
However, it has yet to reach its full potential in the application funnel as we have been seeing high drop-off rates at different touch points.
So the team set out to understand the customer journey and why people are dropping off, and creating a more streamlined experience that gives users the confidence to become a customer.
After consolidating all the feedback that came out of the sprint, we decided to focus on:
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Among Canadians, we had a lot of work to do before the Capital One brand is associated with trust. We had a leaking conversion funnel with no opportunity for trust-building which causes us to lose prospective customers.
Working with the PM team and Content Strategists, we decided to solve that by adding an educational blog to help customers take control and succeed with credit, and at the same time, establish an approachable and trustworthy brand voice. As a result, the blog increased costumer conversion by 50%.
You probably have tried calling your bank with a couple simple questions, but got put on hold and had to listen to that elevator music for way too long. That’s definitely not an ideal experience for our customers, neither was it for our colleagues at the call centre.
To help alleviate that stress for both parties, we worked on several solutions to provide answers online so users can self-serve before they resort to calling our support line.
When the pandemic hit, a lot of our customers were facing financial anxiety, and we want to help them when they need it most.
Working with extremely tight timelines, we redesigned and delivered a microsite that provides as much information as possible to our customers so they can find answers online. We also took this opportunity to promote online banking enrolment to drive engagement.
After the microsite launched, we reached >540k visits within the first month, and >130% increase in online banking sign-in.
The COVID-19 support page was just a temporary solution for the problems that arose from the pandemic, we still lacked a hassle-free way to allow users to find answers to their questions without calling. Additionally, we ensured to add action buttons to applicable articles, to help users quickly get to where they need to be to complete their tasks.
When I started at Capital One, I noticed the design aesthetics, patterns and usability were extremely fragmented across 6 products, and I was constantly asking which button I should use. Although there was an existing design system, it wasn’t built for the Canadian market. As our brand went under a re-skin project, I took the opportunity to develop Capital One Canada’s design system, called Palette.
I am very proud to be a part of a team that influenced the first impression customers have of our brand. Redesigning the entire acquisition experience was not easy and took many rounds of testing. Working at a bank also meant taking legality and customer privacy very seriously, which was a huge learning opportunity.
I am also very excited that I led the efforts to initialized and developed a design system at Capital One Canada. With zero past experience in design systems, I learned and built everything from scratch, and continued to update it regularly to build a work environment where everyone knows which button they should be using.
