Shop Card Overview

Duration

Q4 2022 – Q2 2023

Objective

As the Sr. UX Designer for the Card Shop team, my Q1 release objective is to improve the .com Cards pages user experience and set the stage for optimization through Test and Learn methodologies.

Problem

The Card Shop Browse Landing page only partially reflects the redesign from summer 2023, limiting performance and optimization. An updated design baseline with new components, improved layout, and enhanced authorability is needed for RPS and CDO studio testing, aiming to drive incremental growth in application starts.

Criteria

My role

As the Sr. UX Designer jazzing up the Credit Card Shop overview page rewards grid, my mission was to boost customer satisfaction and clarity with some strategic tweaks. To make this happen, I teamed up with key in-house partners, pinpointed the most pressing issues, and cooked up solutions that fit perfectly with our overall goals.

Research &
Analysis

– Conduct user research to understand pain points and preferences.
– Analyze current usage data and feedback to identify critical areas of concern.
– Benchmark against competitors to identify opportunities for improvement.



Ideation & Concept

– Brainstorm with stakeholders to generate ideas for addressing identified issues.
– Develop initial concepts and wireframes to visualize potential solutions.
– Create personas and user journeys to ensure user-centric design.

Explorations

Exploratory experiment is the probing, playful activity by which we get a feel for things. It succeeds when it leads to the discovery of something there.

– Donald Schön

Hifi explorations

Overview

As what can happen, the Businiess leaders and product managers came back with requirement changes. This ask was to find a solution to make the Rewards Teried grid more visual appealing and to work with another team who was much further along with a grid system.

Why

The new grid was not approved and did not comply with current A11y standards. The team responsible for creating this grid failed to follow the proper procedures to get sign-off from various teams, yet they presented it to the business line and PM leaders.

Solution

Modify this new design to align with the tiered system created for the rewards program. Incorporate design cues for visual consistency and refine it to meet compliance standards.

Testing & Validation

– Conduct usability testing with real users to gather feedback on prototypes.
– Iterate on designs based on test results to refine user experience.
– Implement Test and Learn functionality to enable continuous optimization.

Design approval & 
Component building

I secure final design approval by gathering feedback from development, marketing, and product stakeholders, refining the design, and presenting it in a cross-functional meeting. Final reviews check technical feasibility, marketing alignment, and product goals. I prepare detailed documentation for development and obtain formal sign-off to ensure alignment.

This project felt like fitting a square peg into a round hole. As a designer, I’ve learned that solutions from other teams may not always seamlessly integrate with your project. While the final outcome met all requirements, future enhancements will be necessary as more data is gathered.

Project link

https://www.usbank.com/bank-accounts/checking-accounts/smart-rewards