Capital One
All Cards Page

The Problem

Capital One is launching three new products that are similar in name, card art, and terms. Based on qualitative research customers are unable to tell the difference between these products and unable to choose the correct card for their business type and credit habits.

  • Focus
  • Create an all cards page that will assist with product differentiation and comparison at a glance.
  • Timeline
  • ~6 months for strategy, discovery, design, user research, approvals, development.
  • Role
  • As the Lead UX Designer I was responsible for all creation as well as stakeholder management.
  • Team
  • Product Manager, Marketing Manager, Design Manager, UX Researcher, UX Content Designer, Business Analyst, and Tech Team.
Understanding the Problem

To understand where and how the all cards page was underperforming I conducted a competitive scan and also referenced past data and research. Overall, I discovered that the all cards page is insufficient amoung our competitors, with customers, and with Capital One's business goals.

01

Customers are unable to differentiate products

Business owners are unable to differentiate product offerings to choose the correct card that they will get approved for.

02

Key capital one business metric are not met

The current all cards page does not meet the business' need to scale for new product offerings or differentiate products at a glance.

03

Branding does not assist with comparison

Due to brand restrictions, Capital One is unable to change the name or card art for their new products which negatively impacts decision-making.

About the Audience

Focused on narrow archetypes for the Business Card website team in order to understand the behavior of business owners on the website. In general, all business owners who come to the Business Card website have a certain level of interest in applying for a new credit card for their business.

I want to have an exciting way of making a living and have fun in the early stages of my career.
  • Needs overview of business finances
  • Needs trusted recommendations
  • Needs quick answers online
  • Uninformed about business products
  • Unclear on required business information
  • Lacks credit knowledge
I wish we were rewarded a little bit better for being with the same company for 10 years.
  • Needs better rewards for purchases
  • Needs larger spending range
  • Needs easy payment options
  • Has difficulty keeping track of records
  • Overwhelmed by employee responsibility
  • Struggles with limited spending control
Understanding the Competition

I conducted a competitive scan to provide insights of competitor design solutions to improve the all cards page based on past user learning. Based on competitors the current all cards page does not provide a clear difference between each product, use a robust filter, and does not allow business owners to compare from the current experience.

Lack of Comparison

Unlike Capital One, half of the competition had a compare experience from the all cards page.

Limited Filtering

Capital One met the competition by having a filter, however fell short due to limited filter options.

No Guidance

Unlike Capital One, half of the competition provided a card quiz or guidance tool to assist with decision-making.

Mapping the Objective

In order to create an effective all cards layout that will guide customers to important content, I led the team in a value mapping exercise to align on the combined goals of Capital One and their customers. Each goal was based on foundational research and data to deliver on customers' needs and expectations.

Customer Needs

01

Assist with card Decision-making

How might we help business owners understand the differences between each product to make a decision?

02

Assist with finding the right card

How might we help business owners find the best card for their business size, spend, and credit habits?

03

Increase success of approvals

How might we be transparent and help business owners know which card they will get approved for?

Business Goals

01

Refine product differentiation

Allow business owners to compare and differentiate products at a glance.

02

assist with product
guideance

Assist business owners with a filter, product-fit, or guided selection.

03

Improve product transparency

Communicate change in product offerings and spending capacity.

Layout and Hierachy

I created wireframes to consider the information hierarchy prior to introducing visual elements. The goal of the future Capital One Business Card all cards page is to differentiate products both from one another and the market, help guide shoppers to the right product, and enable comparison.

Research Findings

We conducted qualitative research to understand the dynamics of product selection and what design elements assist business owners with differentiation. Our main findings were that while it did help participants with comparison, some participants were still unable to differentiate between 3 products due to similar card art and names.

Robust Filter

Majority of participants said they would use the tiered filter, especially the credit habits, to narrow down card options.

Visual Styling

Participants liked the horizontal lines to separate content and easily compare across products.

Card Details

Participants liked the "great for" section since it helped them understand the unique benefits of each product.

Differentiation

Participants were unable to understand product differences at a glance and disliked the length of card details.

Design Improvements

Based on research findings, I focused on 3 main areas to improve for an A/B test. During that time, I also collaborated with tech, brand marketing, and assited with quality assurance prior to release.

01

Highlight the Differences

Added a title at the top of each section to highlight the differences between each product and to help where branding has failed.

02

Assist with Scanning

Updated the horizontal lines to only be used for grouping key content to reduce column height and improve scanning of information.

03

Refining the content

Updated the "great for" section to only highlight the main differences for each card to assist with comparison across all products.

Final Results

After the month-long A/B test was complete we confirmed that the new all cards page improved customer's ability to compare products at a glance in order to apply. This is shown in our data results, as the total application start rate was increased by 1.6%.

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