uSwitch Cross-functional Team Structure
✏️ 1 x Senior Product Designer (me)
🔧 2 x Full Stack Developers
✒️ 1 x Content Designer
📋 1 x Product Owner
📊 1 x Data Scientist
⚖️ 1 x Compliance Manager
“Over 1,000 users a month were applying for credit cards with a 0-10% eligibility rating”
We were paying to acquire a large number of users that we were unlikely to convert.
Original design of the results page after completing the eligibility checker journey.
Design sprint
I facilitated a cross-functional design sprint to unpack the problem, ideate and test as a team. We had 2 weeks and focused on small changes to improve conversion rates.
Cross-functional collaboration between Content Design, Product Managers, Legal and Product Design.
User interviews were carried out in our onsite user lab.
“Why I am I seeing credit cards that I have low chance of being approved for?”
The People Problem
All users were seeing the same results page layout and content regardless of their eligibility rating. It was also hard to scan the page to see the results that, as a user, you were most eligible for.
Ideation and Design
We generated ideas as a team and then developed into designs. We collaborated closely with content design and compliance to ensure the designs met our legal requirements whilst also supporting users through the different journeys. 3 user journeys were identified: A) Stop and Learn B) Pause and Consider C) Continue and Choose.
Design development during workshops.
3 different results pages for the 3 user segments.
Design changes to increase user comprehension
🤝 ‘Results intro’ to summarise the user results
📊 Colour coded % bar above CTA to bring clarity before applying
Design A: Stop and Learn
Design B: Pause and consider
Design C: Continue and Choose
“This was the best project I was part of, we were able to own a specific problem in the customer journey. The whole team rallied together to create a solution quickly and could continue to iterate on it in a true agile fashion. ”