Offers Redesign
The Offers page is a critical conversion moment for users in the credit card pre-approval experience, yet our analytics showed a 33% drop-off (or a $500M opportunity if improved). The existing data wasn’t clear enough to pinpoint what was driving abandonment. To close this gap, we executed a multi-stage research and design strategy to define the problem space, identify user needs during card comparison, and build an experience that empowered confident decision-making.
MY CONTRIBUTION
I led the project from early concepting through final recommendations. This included creating wireframes and high-fidelity UI, building all interactive prototypes for testing, developing research plans, and synthesizing findings into clear narratives for partners. I translated insights into iterative design directions, facilitated alignment with product, analytics, and leadership stakeholders, and presented key decisions and recommendations to leadership to secure buy-in at each stage.
PROCESS
To glean foundational learnings, I designed six initial wireframe concepts focused on testing a wide range of comparison patterns and usability features, including filtering, charts, gamification, horizontal versus stacked layouts, and different card detail presentations. I developed the UserTesting materials and prototypes, then synthesized the qualitative results into themes around comparison clarity, desired information depth, and transparency.
Building on those insights, I created three design directions, each with three sub-iterations that included visually minor but critical to UX nuances. I prepared all nine concepts for Zappi testing, which provided quantitative data on which layouts best supported comparison across offers. Findings narrowed us to two strong design contenders.
I refined these into high-fidelity, interactive prototypes and led a second round of UserTesting to validate comprehension, usability, and decision confidence. Early reads show both options offer a significantly clearer, more intuitive Offers experience.
OUTCOME
We are recommending launching and testing both designs in market to understand performance across segments, entry points, and card journeys. This will allow us to determine whether one solution wins universally or if the Offers experience should become dynamic based on user type and context.
The redesigned Offers experience is projected to launch in Q1 2026 and is expected to meaningfully reduce friction and unlock substantial business value at one of the highest-impact moments not just in the funnel, but for Capital One as a whole.
