Credit Card Application
Customer Acquisitions | Costco Partnerships
Type of Work:
UX Design | Research | Visual Design
Costco customers need a way to apply for the Capital One Costco Credit Card right in the store. Warehouses are provided with tablets that offer the application, but how do we make it truly mobile-first and user-friendly experience.
Create a truly mobile-first credit card application experience for Costco warehouses.
Costco's in warehouse application was migrating from an old system to a new one. This posed for the perfect opportunity to take a look at the old experience and figure out what could be changed to improve both the Costco member and employees' time during the application process.
Costco Visits and Problems with the Current Experience
Build customers or customers with low lines of credit.
Last year our team headed out to two Costco warehouses to investigate the current in store application process. We wanted to discover problems that could be addressed during the migration from PONG (the old system) to Dynamic App (the new system).
We met with Costco employees to chat about the current process and our visit uncovered multiple problems.
So what were the main problem areas we wanted to focus on?
Email Capture Rate
Tablet Hand Off
The warehouse email capture rate in the Costco Warehouse is much lower than our online email capture.
There is too much tablet handoff between the Costco employee and the customer.
Costco employees are accidentally accepting disclosures for the customer - which is a legal issue.
Customers were missing the call-in number when their application was pending a credit check.
The PONG design is generally not tablet friendly and could have a lot of upgrades to the experience
Going into user testing, we wanted to learn some things about the flow that was designed over the past week
Understand if the IA (groupings and labels) the team came up with are intuitive and work with users’ mental models
Uncover potential design issues we may want to tweak before testing further in UserLabs Phase 2 and market
Assess if users can effectively, efficiently and satisfactorily complete the tasks of signing up, and making a payment using the new feature
User Testing Learnings
+ Customers thought this page
- Customers thought the page
had more details than
+ Payment flow was clear and the
necessary payment options
- Processing time message was
too small, users often missed it
? Users are wondering if there
could be more payment options
that can either benefit them or
provide more flexibility (auto
+ Information was clear and it
was understood how to find
+ Users enjoyed how they
were able to have their
banking information saved.
? Customers were wondering
why there wasn't an edit
screen or verification screen
in case a mistake was made
when their information was
Be transparent during the entire experience.
Customers will not change their behaviour to change platforms unless they see clear value
Make key information, especially payment posting timelines and payment due dates very clear and upfront.
Simplify the language - bank terms don't translate well for user experience.
Each green dot represents a design or content change made due to results from user labs.