Paperless Enrollment

My Role & Responsibilities

My Role

UI Designer

Tools

Sketch; Invision; Jira; Freehand; Outlook; Sketch Measure

My Responsibilities

Visual Design direction and implementation; Wireframing and Sketching screens for conversational UI experience; Market Research; Analyzing data on existing experience; Solution for 100% paperless enrollment; Present to client and implement feedback; Interface with Citi Developers; Delivery of final redline documentation and appropriately sized assets optimized for the web. 

My Team

UI Designer; UX Designer; Copy Writer; Product Manager; Project Manager

Timeline

4 sprints; each 1 week long

Conversational UI

What is conversational UI? In collaboration with Citi Retail Services, Razorfish has developed a state of the art conversational user interface for signing users up for their partner branded credit cards. Chat with a virtual assistant, fill in your information and get approved in just a few quick taps.

Design Problem – 
How do we shorten the credit card application process?

Overview

Problem / Solution

The Problem

Citibank Retail Services wanted a refreshed Credit Card Application experience. Many of Citi’s retail partners have promotions online and in-store that prompt users to apply for and use their new card immediately. Citi felt that their current application form was outdated, overwhelming and taking too long for users to complete.

The Solution

We set out to build a more intuitive and conversational credit card application. We reimagined how customers apply for credit cards, especially those that are shopping in-store or online and need a quick answer. The plan was to shorten the application experience and help guide the user through the form as quickly and helpfully as possible.

Crushing Business Goals

Business Goals

Final Results

Impacted Partners

30+ Citi Retail Card Services partners including Best Buy, Home Depot, Macy’s & Bloomingdale’s, American Airlines, Exxon and Shell.

Research & Discovery

The Current Experience

Doing the Research

The existing application was a single page form with 7 drawers, 15 form fields, a ton of legal T&Cs and marketing crammed into one long page with no guidance or sign of progression. We utilized data on this existing experience and conducted market research to gain insight on which existing elements to keep and which ones to completely rework. Overall, we learned that our existing flow was generally working, but that we needed to completely rethink how we were presenting information.

Main Points Uncovered

• The application forced users to spend time understanding the information presented.
  
  
• Users had to work to find the next step, rather than being guided to their goal (application submission)
  
  
• Too much information presented at once — marketing, terms and conditions, several form fields
  
  
• Many users were getting “Pending” application statuses and having to call customer service to correct information given in order to be approved

Creating a Userflow

Guiding the user to quickly finish their application

Helped us figure out the most logical order in which to present information and questions to the user. We would start off with a friendly intro so the user would understand how the experience would function, present groupings of related form fields to simplify the input process and then end with a review step and legal T&Cs agreement before displaying a decision. This flow would bring us closer to our goal of getting users to apply in just a few minutes and be able to use their card immediately.

Brainstorming

Transforming a long one-page form into a conversation

We tackled the mobile build first as we were targeting users on the go who would likely be applying from their mobile phones. After working through the research findings, we decided to build a chatbot with emphasis on conversational design. We felt that a chatbot would cut down the amount of information a user needed to digest by themselves by presenting questions and form fields in pieces as they move through the application.

Takeaways

Things That Worked

Things That Didn't Work

Mobile Experience

Final Designs 

Solutions

• We reorganized the application into an engaging conversation with a helpful guide to move the user through the application more quickly and intuitively
  
  
• We added simple instructions and real-time feedback to give the user a sense of progression
  
  
• We added a review step for the user to double-check their input and avoid being pended or declined

Did We Solve The Problem?

• Yes! We were able to refresh the experience and exceed client expectations
  
  
• Business goals were crushed
  
  
• Users are happily applying and receiving their card details to shop within minutes

Next Steps? 
Users are shopping within minutes, but let's make that shopping 100% paperless within minutes.

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