My contribution: Co-created usability test, low fidelity prototype, high fidelity prototype
Duration: May to August 2022
CFNA provides consumer credit cards for automotive dealerships and retailers nationwide. While prior research showed that users are hesitant to use websites to apply for a credit card due to unclear and inconsistent digital experience. Our goal was to ensure the projected experience would have a clear path toward users understanding their needs and compel them to take the desired call to action.
Some visitors will arrive via direct search through organic research and get into the CFNA website. Users often get lost on the website; they are hesitant to use CFNA credit cards due to a lack of education, especially the inconsistent and unclear website design.
Based on the feedback from conversations with clients and researchers, the website needs to address the following user expectations:
• Homepage Information Clarity
Enhance the homepage to prominently display clear and concise benefits of the card, aiding prospective applicants in their decision-making process.
• Account Page Simplification
Streamline the account page to resolve current complexities, making it straightforward and user-friendly for existing cardholders.
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Site Structure
After the above steps, we identify many opportunities to improve the products. I narrow down redesign topics by referring back to user’s main tasks and the product mission.
We tested the design with 12 participants.
Goals
1. Users clearly understand how to apply for a credit card on the home page and the benefits of promotions.
2. Users comprehend the details of their monthly payments on the account page.
User feedback
1. The promotion offerings were not fully grasped by participants, leading to confusion about the terms and applicability.
2. It was unclear to participants when and how the "Amount to Avoid Interest" should be paid, and how it connects to promotional purchases.
Takeaways
Revise the accounts page to better delineate when the "Amount to Avoid Interest" is due and the calculation behind it, ensuring users understand how to manage their payments effectively.
We continued our testing with an additional 12 participants.
Goals
1. Ensure that users understand the enhancements made to the promotion and monthly payment details.
2. Validate that users can easily navigate and utilize the interface for card application and account management.
1. Although improvements were noted, some participants still found the details of promotional offers and monthly payments complex.
2. Users appreciated the clearer presentation of the "Amount to Avoid Interest" but suggested further simplification.
1. Further simplify the language around promotions to ensure users clearly understand the benefits and conditions.
2. Introduce step-by-step guides or tooltips to assist users in understanding monthly payment breakdowns and the "Amount to Avoid Interest" calculations.
Refreshing CFNA's brand represents a significant step towards enhancing our connection with our customers and stakeholders. By introducing a modern, dynamic visual identity, we aim to boost brand recognition and convey our commitment to innovation and excellence. This refresh not only revitalizes our logo but also underscores our dedication to providing trusted automotive payment solutions. As we roll out this new identity, we anticipate it will strengthen customer loyalty, attract new demographics, and position CFNA as a forward-thinking leader in the industry.
The Challenge
Undertaking a comprehensive brand refresh is no small feat. One of our primary challenges was ensuring that our new identity resonated with both long-standing and new customers. Balancing modern design elements with the essence of our established brand required careful planning and creativity. Additionally, we faced the logistical hurdles of updating all branded materials and communications across various platforms. Throughout this journey, we engaged with our team, gathered feedback, and iterated on designs to capture the right look and feel. Despite these challenges, our collective effort has culminated in a refreshed brand.
