Balance Transfer Case Study
The majority of consumer credit card balance transfers were being done via balance transfer “special offer” mailings enclosed with paper checks for the account holder to use to transfer external credit balances to their FNBO credit account. Balance transfers were available online, but the conversion rate was exceedingly low and the business wanted to reduce the number of offer mailings.
- The majority of competitors have a 3 to 4 step balance transfer process –none required input of a offer code to transfer balances
- The majority of lost conversions happened on the screen where the user is required to input offer code
- Viewing TeaLeaf screen sessions we could confirm that the majority of users would quit the balance transfer process at the offer code input section
- Usability testing uncovered a major issue with findability. Users consistently had difficulty initiating balance transfers.
- Remove the offer code requirement
- Reduce the steps (screens) to complete online balance transfer (i.e. removed the credit limit increase within the balance transfer flow)
- Enhance visibility of balance transfer site-wide for offer eligible account holders
- Allow user to select from multiple “to” accounts that have balance transfer offers
- Display the offers on balance transfer offer cards with a clear and easy affordances to proceed to the next step
- Allow user to easily enter amount to transfer and provide feedback regarding remaining credit balance
- Affordances made for making additional transfers
A fast and iterative way to explore options (with established design system) and to engage project stakeholders on the desirability triad. I partnered extensively with product owner and analyst to determine the optimal design to achieve the business goals.
My usability tests uncovered several key findings:
- Users struggled to find where and how to initiate the balance transfer process online.
- Users had difficulty accessing offer details
- Users wanted a way to view an archive of transfers completed and which ones were “in process”
After implementing key enhancements such as removing the 3 digit offer code, increasing visibility and streamlining the transfer process the business noticed the following:
- Successful online conversions of balance transfers were significantly increased
- Offer mailings were reduced
- Online applications for FNBO credit cards increased and the business focused more online marketing to the benefits of FNBO balance transfers