CUSTOMER ACQUISITIONS | COSTCO WAREHOUSE
FACILITATION | UX DESIGN | RESEARCH TESTING | VISUAL DESIGN
Imagine applying for a Credit Card, and then having little to no communication after approval on where your card is? This is a common issue a lot of Capital One customers go through during the start of their journey.
ENABLE CUSTOMERS TO PAY OFF THEIR CREDIT CARD BALANCE DIRECTLY THROUGH OUR DIGITAL CHANNELS.
I need to feel celebrated that my application was approved as an affirmation of my effort and good financial standing
I need to understand the details and requirements of SCF
I need to understand why I’m being asked to authenticate and what the ID requirements are ahead of time
I need to be reminded to activate my card (and other tasks) because life gets busy
I need to know where to go for questions if I’m having problems
THE TARGET USER FOR MVP
CUSTOMERS WHO EXPERIENCE THE NEED FOR ADDITIONAL IDENTITY VERIFICATION AND WHO MUST PROVIDE CAPITAL ONE WITH ADDITIONAL FUNDS.
Eventually, this feature will hit all customers at Capital One but we wanted to put a focus on a first initial test group. Collecting data from prior research done in the field of customer payment behaviors, we landed on the recommendation for our tech teams to focus on:
Build Customers who often have low credit limits and depend on funds being freed up quickly.
Once this group has made a payment, they are often asking the question:
“Where did my money go?”
So what's the reasoning for choosing them?
• They’re already logging in often to monitor their purchases and receive payments.
• Paying through their bank leaves a confidence gap.
• They’re costing us money by calling in to check on the status of their payment.
• They’re making multiple payments per month. Ease of use is critical.
We know them better than their banks (e.g. when they are approaching their credit limit) and can trigger OTP at the perfect time.
We can provide enhanced transparency around timelines, what’s next, and can help demystify payments-related language, all of which will prevent calls.
This audience will demand a UX that’s as seamless or better than their current payment method - which will allow us to learn / optimize based on their behaviour as we work towards enabling real-time payments.
In order to tackle this experience properly, we needed to get everyone in the same room - and on the same page. Payments is a complicated area in itself, with lots of legal, technical and other dependancies we needed to sort out before we could even start looking at an ideal experience.
In collaboration with Capital One's Mobile Designer, we jointly facilitated a 4 day design sprint that had everyone included from lawyers, to Capital One Designers in the US and the UK.
THE DESIGN SPRINT
DAY 1 | TEAM ALIGNMENT AND RESEARCH
Day one of the Design sprint included getting everyone in a room and setting the stage for the rest of the days. This meant getting everyone on board with the same knowledge around how payments work, what our competitors are doing and what our roadblocks might me.
We also wanted to figure out what moments of the customer payment flow we wanted to tackle first and what goals we hoped to attain by the end of the week.
Aligned on major steps first before getting into specific channels (touchpoints, UI, components)
Narrowed in on 4 moments
Identified opportunities / challenges at each step
WHAT OPPORTUNITIES DID WE UNCOVER?
DAY 2 | IDEATION
Day 2 moved into ideation where we faccilitated an ideation session hosting a workshop around creating new ideas.