HUMANISING THE CREDIT CARDS EXPERIENCE
THE BUSINESS ASK
Increase conversion rate to better credit card variant
The business team identified that the primary issues affecting conversion in the Credit Card Upgrade journey stem from how the value proposition is currently presented to users. The benefits section is text-heavy, lacks structure, and doesn’t utilise visual elements or clear categorisation, making it difficult for users to quickly understand what they stand to gain. This was their hypothesis for low user engagement, as the existing format fails to capture attention or generate excitement about the upgrade.
UNDERCURRENTS IN THE EXISTING JOURNEY
What are the main aspects you check while deciding to get a credit card? Benefits and fee details. While benefits are listed upfront, fee details are nested within the final step before availing the card (dark pattern). So novice users would not realise the new card would have different charges from their existing variant, and expert users would not be able to make a decision without first reviewing the new fees.
What happens to my existing credit card? Are both cards active at the same time? Does my current card bill get transferred to the upgraded card? Do I have to pay fees for both? What about subscriptions on my existing card, do they automatically transfer to the new card? Do my card details like card number and CVV remain the same? None of these queries have immediate resolution in the existing journey.
Unoptimised APIs
A 'Check Eligibility' API checks if the user is eligible for the upgrade offer. The ideal scenario would be to hit this API when users enter the Credit Card section, i.e, only view the offer banner if they were eligible for an upgrade. However this is not the case due to the API being managed by an external team. So users can click on the offer irrespective of eligibility, and after completing the whole journey, they would receive an error of ineligibility. Counterintuitive, frustrating, trust diminishing? Yes.
THE SOLUTION
TRANSPARENCY FOR USERS
Checking Eligibility Early
After multiple feasibility discussions, the middle ground we were able to arrive at was to chunk the journey into 2 parts, and checking eligibility in the first step (after selecting a card). I also added a 'subject to eligibility' asterisk under the CTA. This way, in case the background checks fail, we are able to inform the user immediately and encourage them to avail another card from the offerings, decreasing attrition.
UPHOLDING BFSI VALUES
Fee Details Kept Upfront
Fee Details kept in the tabular navigation with card benefits as both of these are key decision making factors, and allow users to toggle between the two to gauge their inclination towards availing the upgrade offer.
'Interest Rate' on unbilled credit card bill also added for further transparency of information.
CHUNKING THE PROCESS
Step-by-Step Navigation
Instead of a single page layout with different kind of decision making points nested together, I segmented the flow intuitively. First users can browse through the offerings, followed by adding in address details for card delivery.
A stepper is added for clear demarkation of where the user is in the journey.
REAL VALUE-ADDITION
Not just Clickbait Offers
By showcasing the cumulative savings the credit card would offer a user, they are able to see the real value of upgrading.
The offers are also subject to terms and conditions, which I have kept upfront using copy, to ensure users don't feel as though they have been duped by clickbait content.
ROBUST FAQ SUPPORT
Supporting Your Every Doubt
By constantly seeking feedback from our users, and tracking grievances online, we have an ever-growing understanding of the kind of queries faced in specific journeys. These have been carefully curated and placed in the Upgrade Card journey, such that resolution is immediate and can be handled without external redirection.
IMPACT
60%