Challenge
Users were dropping off during a lengthy, digitally non-responsive experience which is particularly not intuitive for mobile device users. Users were facing issues with the onboarding process due to a lack of clarity of the card information, which was affecting new user adoption rates.
Key design principles
Mobile first approach
Audit of design library and relevant discussions during design critique sessions
Conversational copy to lead with benefit
Notable outcomes
The redesigned app features a clean, clutter-free interface, making it easier for users to navigate through the application process.
The improved and user tested application flow resulted in the reduction of the application submission time from 30 minutes to 10 minutes.
A positive trend was being observed in the business prioritized effort to drive users to link their PC Optimum card using the PC Optimum mobile application.
