Heather Abbott is an experience designer and photo/videographer
Our team was tasked with reimagining Citi’s credit card acquisition and servicing process as mobile-first and conversational. With this enhancement, we also took the opportunity to simplify user flows and reduce pain points in the application process.
Our measurements for success were captured in increased acquisition and registration completion rates, increased engagement with current product features, and decreased user calls to the client’s call center.
~28% of Citi’s approved applicants were unable to successfully complete the first step of account registration. 22% of call center volume (of those calling in with product-related concerns) were about registration issues. Users had multiple product onramps across a variety of partners.
Working through tight sprints, our team designed an interactive and user-centric credit application method, streamlined user inputs, encouraged task completion, and simplified account creation with immediate account access.
Citi rolled the new feature out to three major partners and the team has taken on a fourth. Analytics show our new user flow and experience continue to increase conversion rates.