Credit Card Process
Redesigning a complex banking flow into a simpler, scalable experience.
The credit card onboarding had high friction and drop-offs. The goal was to improve conversion, enable experimentation, and build more trust with users.
TEAM
Product Designer: Rachel Romero
Product Manager: Monica Nowak
Technical Owner: Jose Luis Bravo
TEAM
Product Designer: Rachel Romero
Product Manager: Monica Nowak
Technical Owner: Jose Luis Bravo
TEAM
Product Designer: Rachel Romero
Product Manager: Monica Nowak
Technical Owner: Jose Luis Bravo
Digital contracting is one of the first points of contact between the user and the bank.
CONVERSION FUNNEL
After
24%
Before
54%
This flow defines the first impression of the financial product.
Context
The bank’s credit card onboarding experience was built on an outdated system that limited growth, experimentation, and flexibility. The journey created unnecessary friction early on, often preventing potential customers from moving forward before they could fully engage with the product.
This work focused on redefining the end-to-end acquisition experience turning a restrictive flow into a scalable platform designed to improve conversion, support continuous iteration, and create a more seamless and trustworthy first impression.
Business
Increase onboarding conversion
Improve first card usage within the first 30 days
Enable funnel experimentation
Support omnichannel acquisition
Experience
Reduce friction
Improve trust and clarity
Make the process feel lighter and more personal
Technical
Create reusable patterns
Simplify future iterations
Support experimentation without rebuilding the flow
How we resolve
Research | Discover
Define | Problem statement
Ideation | Posibles solutions
Validation | Posibles solutions
Research
User persona
Points of dolor
User persona
Key findings
Users felt overwhelmed by the amount of information requested
The process lacked transparency and progress visibility
Conversational experiences felt engaging initially, but slower over time
Users needed reassurance during financial decision-making
One important insight emerged early:
People were more likely to complete the process when the experience felt guided, clear and personalized.
Introduction
Users struggled with:
Too much information at once
Low visibility of progress
Lack of clarity during the process
High cognitive load
Low emotional connection with the product
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The business needed a funnel that was measurable, scalable and easier to optimize over time.
Validation
Instead of iterating on a single concept, we explored multiple interaction models.
Model 1: Step-based flow
Focused on clear progression, reduced cognitive load and faster completion
Model 2: Conversational flow
A chat-like experience designed to feel more human and approachable.
Model 3: Hybrid conversational + forms
A balance between structured forms and conversational guidance.
Model 1
Model 2
Model 3
Type
Time complete
Success rate
Drop-off
Model 1
Step-based
3 min 21s
81.6%
18.4%
Model 2
Conversational
4 min 24s
66.7%
33.3%
Model 3
Hybrid
4min 61s
84.6%
15.4%
Conversión actual
38%
Flujo anterior
27%
Enabled capabilities
Experimentation
Personalization
New Initiatives
Card Personalization
Additional Cards
Electronic Signature
Credit Card Accounts
Expansion to mobile app
19:02
Hola, Rach
$140.00
Ahorros XXX212
Tienes una Tarjeta de Crédito aprobada
Conócela aquí
Metas
Añade fondos y adminístralas
Mis seguros
Conoce y gestiona tus seguros contratados
Pólizas
Podrás ver cuánto has ganado
Préstamos
Revisa tus valores a pagar
Déjanos tu comentario
Resumen
Panel
Menú
Círculos
Perfil
Menú
19:02
Hola, Rach
$0.00
Ahorros XXX212
Tienes una Tarjeta de Crédito preaprobada
Descúbrela aquí
Metas
Añade fondos y adminístralas
Mis seguros
Conoce y gestiona tus seguros contratados
Pólizas
Podrás ver cuánto has ganado
Préstamos
Revisa tus valores a pagar
Déjanos tu comentario
Resumen
Panel
Menú
Círculos
Perfil
Menú
Empezar contratación
Tienes una Tarjeta de Crédito lista para ti
Disfruta de estos beneficios y más:
Flexibilidad de pagos
Elige cómo pagar tus compras, al contado o en cuotas diferidas.
Recompensas exclusivas
Acumula millas por cada compra y canjéalas por viajes o productos.
Promociones especiales
Descuentos y 2x1 en comercios participantes.
After redesigning the web funnel, we identified a clear opportunity inside the app. Users already authenticated in the ecosystem showed higher intent and trust.
We evolved the onboarding experience directly into the banking app. Results
General conversion:
38%
Conversion from app users: 44%
With that information, we redesigned the user journey to create a more modern and cohesive experience, reducing the number of steps required and making interactions simpler and more efficient for our customers.
Key learnings
Product thinking
Data-informed design
Experimentation mindset
Cross-functional collaboration
Systems thinking
Business impact
Scalable UX strategy
The most valuable part of the project wasn’t the interface itself.
It was designing a system capable of evolving over time.
Beyond conversion, the project unlocked new product capabilities:
Personalization
Additional card journeys
Electronic signature flows
Continuous experimentation
Future onboarding initiatives
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Rachel Romero
Quito Ecuador