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Evaluating Site Navigation to Support Customer’s Journey for Credit Card Selection

UX Research, Customer Journey Mapping

Objectives

A major Banking Financial Services Company was looking to evaluate the usability the company’s existing credit card website, and understand the interests and needs of business card prospects or SME financial decision-makers to inform design improvements.

 

The focus areas of research included the following:

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  • Natural navigation of the existing website (e.g., observe customer UX behaviors in task completion, pain points and challenges)

  • Surface critical information to support journey for selecting a new credit card

  • Evaluate competitor websites for UX comparison and preference

  • Evaluate new landing page prototypes

How do users naturally navigate the page?

What is the most important information necessary for users to select a card? Is the information presented clearly?

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Duration

6 Weeks​

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Role

UX Design Researcher

Process

Since this project was a rapid, benchmark research sprint, we interviewed six participants who are U.S.-based SMB business owners or key decision-makers, and have recently selected or are in the process of selecting a new business credit card.

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  • Stakeholder Interviews with product design leaders

  • Remote Qualitative Interviews with prototype evaluation (usability testing)

  • Recruitment conducted through vendor in partnership with client

Learnings

Some of the findings from the research that were subsequently paired with recommendations included the following:

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  • Customers evaluated all of the cards prior to comparing

  • A site layout that allowed for easy side-by-side benefit comparison without scrolling was preferred

  • Special offers were often overlooked as a result of design

“I want to see [the cards] side-by-side instead of having to just scroll down. It’s too much.”

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UX Research Participant

Results

Results led to several UX design improvements that focused on modifying the information hierarchy, visual layout, and content copy, as well as resolving identified pain points in the navigation. The results also led to new research opportunities.

Deliverables

  • Executive Summary (6-page presentation) of key insights and recommendations for stakeholder share-out

  • Detailed Findings Report (50-page), which included customer site navigation and evaluation behavior (decision-tree card elimination flow chart), prototype preferences, and customer-centric design recommendations

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