U.S. Bank retail credit application
Estimated read time: 4 minutes
The purpose of this project is to modernize the credit card application experience used by U.S. Bank's retail partners. This responsive, white label web experience is consumed by over 2,000 brands, so consistency and customization are essential drivers of this design effort.
There are several core goals of this design effort.
- Reduce the time a user spends acquiring a new instant line of credit.
- Make the experience accessible.
- Provide a modern, customizable platform for partners.
For perspective, the following image is the legacy application.
To kickoff the project, a design sprint was held with stakeholders. I amalgamated the voted-for design ideas and created low-fidelity screens for a prototype we would test in a usability study. I collaborated with the customer experience and research teams to define the parameters for the test.
I studied hundreds of pages of business and validation rules on the legacy platform to understand the product, partner, and entry point variations. I also designed a logical framework of content mapping, working closely with the system architect.
Since the project's inception, I have created and managed over 80 features' worth of wireframes, which include functional, interaction, and accessibility rules. I support four development teams, seeing the design through to production.
For the UI, I started by assembling a set of patterns derived from the bank's design system. The challenge was to leverage this system yet also consider how well the components play with the variations of many different brands. The aim was to blend invisibly with the partner brands.
I surveyed some of our partners to understand what might work well for everyone.
In addition to partner customization, I considered accessibility. The bank's design system's form elements contain floating labels, which have been debated in the accessibility space due to the movement of labels and smaller label text on focus.
Floating labels are also a pretty distinct style, and I sensed that the pattern might be too outside of the box for at least a subset of the partners. I proposed going with a more timeless box style for inputs and dropdowns, and stakeholders weighed in and agreed.
The instant credit line (to be used immediately in a retail location) makes up the MVP release. View the REI instant credit prototype in InVision .