HUMANISING THE CREDIT CARDS EXPERIENCE
UNDERCURRENTS IN THE EXISTING JOURNEY
"Hidden" Charges
On studying users' interaction with the existing journey, I realised that although the charges being placed within a dropdown seemed "hidden", this was not the main point of friction. The charges listed had no details, for example, GST was applied, but on what component of the charges? These kind of questions and the lack of support at these points caused anxiety within users leading to drop offs.
The Two Tenure Trouble
Since our journey allows for grouping of multiple transactions to convert to EMI, and each transaction would have variable tenures based on transaction amount; the existing design catered to this by having a master tenure selection strip and an individual one nested within each transaction.
While conceptually sound, the use of the same UI for different hierarchies of information was problematic.
Confusing Nomenclature
"What do 'Custom' and 'Max' mean on the tenure selection strip?" I noticed users trying to click on the 'Custom' chip, intending to manually input their own tenure.
"Why do I have to select EMI tenure twice?" Using similar nomenclature for both hierarchies of common and individual tenures caused confusion.
THE SOLUTION
TRANSPARENCY OF INFORMATION
Never Miss A Detail Again
Information about charges kept upfront with clearly supplemented details. A tool-tip for per month and annual interest rate lends further transparency, in line with BFSI values.
GST charges have been clubbed with the one-time processing fee to simplify mental calculations on a user's end and decrease information overload.
CLEAR HIERARCHY
Visual Distinction
Common tenure selection strip is given visual dominance based on data from existing journey suggesting that it is the preferred action. Individual tenure selection is nested and opens as a bottom sheet.
The 'custom' tag nomenclature has been changed to 'variable' based on user testing.
INTUITIVE COPY AND TOOLTIPS
Decreasing Processing Time
Using the term 'Common EMI Tenure' and adding an actionable verb eases information processing and decision making. Additional content in the tool-tip caters to novice users who may need context for why a common EMI tenure option exists.
A sub-header helps set the context for editable individual tenures that the user views next.
Right Support, Right Time
Segmenting queries and having a clearly structured FAQ section help users stay within the journey rather than seeking help via Call-Based Customer Support Channels. Instant resolution for queries would aid quick decision making.
IMPACT