Capital One
NextGen App

The Problem

Capital One Business Card application is a static form that asks all customers the same information, does not save data to assist with prefill, and does not provide guidance along the way for difficult fields which causes customers to get stuck and drop off.

  • Focus
  • Create a future vision of our application experience to gain leadership support.
  • Timeline
  • ~2 month for strategy, design concept, and stakeholder shareouts.
  • Role
  • As the UX Designer I contributed to the overall strategy and creating design concepts.
  • Team
  • Product Manager, Product Owner, Design Manager, and a Business Analyst.
Understanding the Problem

To understand where the application was underperforming our team worked with a business analyst to referenced past data. Overall, we discovered the application has a massive opportunity to improve conversion.

01

Poor Conversion

Currently Capital One only captures ~8% of potential customers and ~2% of potential spend each year.

02

Poor Completion Rate

Currently, only 40% of business owners actually finish and submit the Capital One application.

03

Static Application

All customers have to fill out the same, lengthy application, even if Capital One already has their information.

About the Audience

Focused on a simplified persona for the application team in order to understand the behavior of their target audience at a high level.

I'm looking for a long term relationship with a credit card provider who will have my back.
  • Needs large cash back rewards
  • Needs robust employee benefits
  • Needs organized online bookkeeping
  • Lack of time due to expanding business
  • Frustrated by low credit limit
  • Overwhelmed by complex forms
Experience Principles

Based on data, we established statements to aligned on our most important goals that the application should deliver for business owners.

01

Service in Real Time

Create a conversational tone and guide the customer to the best product for their business needs.

02

Only ask for what we need

Simplify the experience to create and leverage the data to do the work for the customer.

03

tailor the experience

Facilitate a dynamic conversation with the customer reacting to their intent and shopping preference.

04

be proactive

Facilitate a unique and dynamic conversation with the customer reacting to their intent and shopping preference.

05

lead with data

Leverage machine learning and data collected to tailor the experience and exceed customer expectations.

06

match level of intent

Empower the customer to start spending immediately and make them feel part of a business community.

Layout and Hierachy

I created wireframes to consider the information hierarchy prior to introducing visual elements. The goal of the future Capital One next generation application is to provide a tailored experience customized by business type, level of intent, and shopping experience.

Concepts for Stakeholders

I was responsible for creating the concepts to visualize the future vision of the application experience in order to gain support from leadership.

Impact & Next steps

After rounds of presentations to senior leaders, the concept for the next generation application became Business Card's vision and end goal for the furture state of the application experience.

01

data collection

Build a robust database of information collected from marketing and the application.

02

machine learning

Grow machine learning capability to create a smart, dynamic application experience.

03

internal partnerships

Continue to partner with internal teams to aggregate data and inform the shopping experience.

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