Capital One
Homepage

The Problem

Based on foundational research, we discovered the majority of Business Owners are unable to navigate through the Capital One Business Card homepage to important pages, where they will find the information they need, to choose a credit card fit for their business.

  • Focus
  • Create a homepage that will provide a clear path for business owners to find key information.
  • 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, Business Analyst, and Tech Team.
Understanding the Problem

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

01

Customers are unable to find the information they need

Based on foundational research, business owners are unable to navigate through the site to find the information they need to apply for a credit card.

02

The experience is average compared to competitiors

Based on a competitive scan, unlike Capital One, the compeition use their homepage to provide and overview of information.

03

Key capital one business metric are not met

Since Capital One's pages are focused on businesses who are ready to apply there's a gap for upper funnel or exploratory shoppers.

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 used to be loyal and they did a good job, until they really, really screwed us over.
  • Needs fast corrections
  • Needs white glove service
  • Needs trustworthy business reporting
  • Cautious of financial interactions
  • Overly focused on services and issuer reputation
  • Tired of lack of support from current issuer
I need support and a direct connection since we spend literally millions of dollars.
  • Needs robust employee benefits
  • Needs a trusted financial advisor
  • Needs substantial account manager capabilities
  • Overburdened by documentation
  • Overwhelmed by employee responsibility
  • Financially constratined by low credit limit
Understanding the Competition

I conducted a competitive scan to provide insights of competitor design solutions to improve the homepage based on past user learning. Based on competitors the current homepage does not provide an overview or summary of information to assist business owners with important context to navigate to the next page, where they will find the information they need.

Lack of Key Information

Capital One was the only company who showed testimonials from customers on the homepage.

Dividing the Experience

Capital One fell short by forcing customers down a shopping path based on rewards type.

Too Detailed Too Soon

Capital One fell short with by showing detailed benefits too early in the shopping experience.

Lacking Credibility

Capital One was the only company to not show any business articles or resources on the homepage.

Mapping the Objective

In order to create an effective homepage 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

Build a Clear Path Forward

Where can customers go to find information they need?

02

Improve Product Transparency

Which card is best for their business type?

03

Refine the Business Card Story

How does Capital One support businesses?

04

Define a Business Home Base

What services and products does Capital One offer?

Business Goals

01

Refine the Content Hierarchy

Assist business owners with navigation to important information.

02

Improve Page Engagement

Improve interaction and click-through rates to Capital One products.

03

Integrate Brand Messaging

Increase trust and goodwill metrics through the brand experience.

04

Assist with Product Decision-Making

Reduce business owner's friction to find the right product and apply.

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 homepage is to provide a high-level summary of business card offerings, aid in wayfinding, incorporate branding, and even begin a conversation.

Concepts for Testing

I conducted a remote unmoderated study in order to evaluate if the proposed homepage design improves findability, brand trust, engagement, and decision-making for exploratory shoppers. We tested two high-fidelity prototypes with 14 business owners.

Research Findings

Based on research findings the new homepage improved participant's ability to find important links as well as highlight Capital One's business services and offers. Likewise, it also increased brand awareness, likelihood to apply, and interest to continue exploring the rest of the site.

Impact on Trust

Majority of participants stated their trust in Capital One increased after viewing the homepage.

Interest to Learn More

Majority of participants reported that the homepage increased their interest to continue exploring.

Likeihood to Apply

Majority of participants stated their likelihood to apply increased after exploring the homepage.

Likelihood to Return

Majority of participant's said they would return to the homepage to learn more about Capital One's cards.

Final Results

After the month-long A/B test was complete we confirmed that the new homepage improved customer's ability to find the information they needed to move forward. We see this in our data results, as we reduced the bounce rate by 4% and customer's time on task by 7 seconds.

View Homepage
I knew Capital One was doing good things as far as business accounts are concerned, but I didn't know they were doing this well.
Participant 7
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