Retail Credit Card Flows
Designed a unified modular template for credit outcome experience for over 20 retail store partners. This template resulting in significant cost savings and reduced development efforts for future initiatives.
Modular templates for 4 credit outcomes
20+ Retail partners
6 applicational channels
Full redesign
Client
Capital One
Domain
Fintech- Consumer
Deliverables
UX, UI, Design System, QA
Timeline
Q4 2021-Q4 2022
Retail Credit Card Flows
Designed a unified modular template for credit outcome experience for over 20 retail store partners. This template resulting in significant cost savings and reduced development efforts for future initiatives.
Modular templates for 4 credit outcomes
20+ Retail partners
6 applicational channels
Full redesign
Client
Capital One
Domain
Fintech- Consumer
Deliverables
UX, UI, Design System, QA
Timeline
Q4 2021-Q4 2022
Retail Credit Card Flows
Designed a unified modular template for credit outcome experience for over 20 retail store partners. This template resulting in significant cost savings and reduced development efforts for future initiatives.
Modular templates for 4 credit outcomes
20+ Retail partners
6 applicational channels
Full redesign
Client
Capital One
Domain
Fintech- Consumer
Deliverables
UX, UI, Design System, QA
Timeline
Q4 2021-Q4 2022
Inconsistent Retail Credit Card Application Outcomes
$34.3 billion (2022)
Total revenue
100 million+
Customers
6
Application channels
20+
Retail partners
Context
Capital One’s retail credit program spanned more than 20 branded partners, including major retailers such as Walmart, Williams Sonoma, BJ’s Wholesale, and Saks Fifth Avenue. Each partner used different templates, messaging, and application channels for credit application outcomes. This inconsistency increased user friction, drop off rates and development costs. Standardizing the experience became essential to improve clarity, efficiency, and brand consistency across the portfolio.
Challenge
Over a million customers apply for Capital One retail credit cards across 6 application channels. Research indicated that they experience confusing, inconsistent experiences making them abandon the credit card application midway. Customers also complained of a lack of clarity on credit outcome messages erode trust in the brand due to unmet expectations.
Business goals
Improve application completion rates by making the process easy and intuitive. Encourage shopper spending through instant issuance or instant access to credit.
User goals
Complete the credit card application easily and quickly. Understand outcomes clearly through straightforward approval or denial messages. Transparency and clear timelines on when users can use their card. If denied, understanding legitimate reasons for denial.
Inconsistent Retail Credit Card Application Outcomes
$34.3 billion (2022)
Total revenue
100 million+
Customers
6
Application channels
20+
Retail partners
Context
Capital One’s retail credit program spanned more than 20 branded partners, including major retailers such as Walmart, Williams Sonoma, BJ’s Wholesale, and Saks Fifth Avenue. Each partner used different templates, messaging, and application channels for credit application outcomes. This inconsistency increased user friction, drop off rates and development costs. Standardizing the experience became essential to improve clarity, efficiency, and brand consistency across the portfolio.
Challenge
Over a million customers apply for Capital One retail credit cards across 6 application channels. Research indicated that they experience confusing, inconsistent experiences making them abandon the credit card application midway. Customers also complained of a lack of clarity on credit outcome messages erode trust in the brand due to unmet expectations.
Business goals
Improve application completion rates by making the process easy and intuitive. Encourage shopper spending through instant issuance or instant access to credit.
User goals
Complete the credit card application easily and quickly. Understand outcomes clearly through straightforward approval or denial messages. Transparency and clear timelines on when users can use their card. If denied, understanding legitimate reasons for denial.
Inconsistent Retail Credit Card Application Outcomes
$34.3 billion (2022)
Total revenue
100 million+
Customers
6
Application channels
20+
Retail partners
Context
Capital One’s retail credit program spanned more than 20 branded partners, including major retailers such as Walmart, Williams Sonoma, BJ’s Wholesale, and Saks Fifth Avenue. Each partner used different templates, messaging, and application channels for credit application outcomes. This inconsistency increased user friction, drop off rates and development costs. Standardizing the experience became essential to improve clarity, efficiency, and brand consistency across the portfolio.
Challenge
Over a million customers apply for Capital One retail credit cards across 6 application channels. Research indicated that they experience confusing, inconsistent experiences making them abandon the credit card application midway. Customers also complained of a lack of clarity on credit outcome messages erode trust in the brand due to unmet expectations.
Business goals
Improve application completion rates by making the process easy and intuitive. Encourage shopper spending through instant issuance or instant access to credit.
User goals
Complete the credit card application easily and quickly. Understand outcomes clearly through straightforward approval or denial messages. Transparency and clear timelines on when users can use their card. If denied, understanding legitimate reasons for denial.
Unified Templates for Retail Credit Card Experiences
Time and cost savings
By adopting a single, modular template, Capital One eliminated the need to build custom credit application solutions for each retail partner.
Developers have to only build once and simply adjust content per partner, drastically reducing redundant effort.
The templates cut design and development costs, while accelerating time-to-market.
Validated solutions
The unified template was tested, refined, and proven through extensive feedback and analysis.
The approved template went through multiple design iterations based on collective input from 5 product leads, 5 UX designers, and user insights gathered from 36 participants.
This evidence-backed approach ensured clarity, usability, and consistency.
Reusable components
Reusable components established a clear visual and interaction framework that works across more than 20 retail partners.
Customers now experience the same level of clarity, trust, and ease no matter where or how they apply.
The unified experience reinforces Capital One’s brand integrity while reducing friction in the shopping journey.
Unified Templates for Retail Credit Card Experiences
Time and cost savings
By adopting a single, modular template, Capital One eliminated the need to build custom credit application solutions for each retail partner.
Developers have to only build once and simply adjust content per partner, drastically reducing redundant effort.
The templates cut design and development costs, while accelerating time-to-market.
Validated solutions
The unified template was tested, refined, and proven through extensive feedback and analysis.
The approved template went through multiple design iterations based on collective input from 5 product leads, 5 UX designers, and user insights gathered from 36 participants.
This evidence-backed approach ensured clarity, usability, and consistency.
Reusable components
Reusable components established a clear visual and interaction framework that works across more than 20 retail partners.
Customers now experience the same level of clarity, trust, and ease no matter where or how they apply.
The unified experience reinforces Capital One’s brand integrity while reducing friction in the shopping journey.
Unified Templates for Retail Credit Card Experiences
Time and cost savings
By adopting a single, modular template, Capital One eliminated the need to build custom credit application solutions for each retail partner.
Developers have to only build once and simply adjust content per partner, drastically reducing redundant effort.
The templates cut design and development costs, while accelerating time-to-market.
Validated solutions
The unified template was tested, refined, and proven through extensive feedback and analysis.
The approved template went through multiple design iterations based on collective input from 5 product leads, 5 UX designers, and user insights gathered from 36 participants.
This evidence-backed approach ensured clarity, usability, and consistency.
Reusable components
Reusable components established a clear visual and interaction framework that works across more than 20 retail partners.
Customers now experience the same level of clarity, trust, and ease no matter where or how they apply.
The unified experience reinforces Capital One’s brand integrity while reducing friction in the shopping journey.
4 Credit Outcomes Across Web and Mobile
Instant issuance
The credit card is approved, and the virtual credit card is available for immediate purchase. The physical card will arrive by mail.
Users can use the barcode generated towards their first purchase in-store.
Creates a positive impression for approved users and facilitates frictionless checkout.
Card-in-mail
The credit card is approved, but additional review is required. A physical card will arrive by mail in 5-10 business days.
Required security measure to reduce the risk of fraud and misuse.
Creates trust since Capital One prioritizes security and compliance.
Pended
The credit card application outcome is on standby due to insufficient information provided in the application.
Guidance on next steps are provided by mail explaining the regulatory compliance and due diligence process.
Soft decline
When an applicant does not meet credit requirements, the decision is communicated by mail.
Preserves the customer’s dignity in a retail setting and prevents retail associates from having to deliver or explain the decline, reducing awkwardness and potential discomfort for both parties.
4 Credit Outcomes Across Web and Mobile
Instant issuance
The credit card is approved, and the virtual credit card is available for immediate purchase. The physical card will arrive by mail.
Users can use the barcode generated towards their first purchase in-store.
Creates a positive impression for approved users and facilitates frictionless checkout.
Card-in-mail
The credit card is approved, but additional review is required. A physical card will arrive by mail in 5-10 business days.
Required security measure to reduce the risk of fraud and misuse.
Creates trust since Capital One prioritizes security and compliance.
Pended
The credit card application outcome is on standby due to insufficient information provided in the application.
Guidance on next steps are provided by mail explaining the regulatory compliance and due diligence process.
Soft decline
When an applicant does not meet credit requirements, the decision is communicated by mail.
Preserves the customer’s dignity in a retail setting and prevents retail associates from having to deliver or explain the decline, reducing awkwardness and potential discomfort for both parties.
4 Credit Outcomes Across Web and Mobile
Instant issuance
The credit card is approved, and the virtual credit card is available for immediate purchase. The physical card will arrive by mail.
Users can use the barcode generated towards their first purchase in-store.
Creates a positive impression for approved users and facilitates frictionless checkout.
Card-in-mail
The credit card is approved, but additional review is required. A physical card will arrive by mail in 5-10 business days.
Required security measure to reduce the risk of fraud and misuse.
Creates trust since Capital One prioritizes security and compliance.
Pended
The credit card application outcome is on standby due to insufficient information provided in the application.
Guidance on next steps are provided by mail explaining the regulatory compliance and due diligence process.
Soft decline
When an applicant does not meet credit requirements, the decision is communicated by mail.
Preserves the customer’s dignity in a retail setting and prevents retail associates from having to deliver or explain the decline, reducing awkwardness and potential discomfort for both parties.
Alpha and Beta Releases Within 2 Years
Discovery
Workflow analysis
Audits
Requirements gathering
Feature prioritization
Design
Wireframes
High-fidelity design
Prototypes
Presentations
User testing
Delivery
Design system
Documentation
Visual quality assurance
Alpha and Beta Releases Within 2 Years
Discovery
Workflow analysis
Audits
Requirements gathering
Feature prioritization
Design
Wireframes
High-fidelity design
Prototypes
Presentations
User testing
Delivery
Design system
Documentation
Visual quality assurance
Alpha and Beta Releases Within 2 Years
Discovery
Workflow analysis
Audits
Requirements gathering
Feature prioritization
Design
Wireframes
High-fidelity design
Prototypes
Presentations
User testing
Delivery
Design system
Documentation
Visual quality assurance
Audit and Analyze Current Application Outcomes
Activities
Workflow analysis
Requirements gathering
Credit outcomes screen audit and page anatomy
Audit
An audit of all outcome screens across retail partners was conducted to compare layouts and messaging. The goal was to identify inconsistencies, highlight discrepancies, and uncover opportunities for improvement.
"The credit outcome screens are the key last steps in an application that can make or break our relationship with customers"
-Agnes Tietz (Director, Digital Product Management)
Personas
Loyal Rewards Shopper
Smart shoppers who shop regularly at their favorite stores and want to maximize the value of every purchase. They see retail credit cards as a way to earn more from the money they're already spending, through rewards and perks.
Key Characteristics:
Shop consistently at 2-4 preferred retailers.
Pay off credit card balances responsibly.
Actively seek rewards and exclusive perks from brands they trust.
Use smartphones, apps, and websites comfortably for shopping and banking.
Will apply for credit cards online, in-store, or through mobile apps.
Requirements
Create web and mobile experiences for 4 outcome states: Instant issuance, Card-in-mail, Pended and Soft decline.
Map the outcomes across 6 application channels. This includes: Retail website, Text-to-apply, Point of sale, Capital One website, Phone, and Direct mail.
Account for use cases where users do not have an existing Capital One account.
Use cases where users have not completed identity verification with a government-issued ID.
Key Insights
Clear communication
Customers expect straightforward approval or denial messages with clear timeframes to recieve card.
Stimulate shopping
Support virtual card upon instant issuance to enable customers to immediately use card at checkout.
Highlight benefits
Card benefits to incentivize customers to complete applications and encourage card usage.
Audit and Analyze Current Application Outcomes
Activities
Workflow analysis
Requirements gathering
Credit outcomes screen audit and page anatomy
Audit
An audit of all outcome screens across retail partners was conducted to compare layouts and messaging. The goal was to identify inconsistencies, highlight discrepancies, and uncover opportunities for improvement.
"The credit outcome screens are the key last steps in an application that can make or break our relationship with customers"
-Agnes Tietz (Director, Digital Product Management)
Personas
Loyal Rewards Shopper
Smart shoppers who shop regularly at their favorite stores and want to maximize the value of every purchase. They see retail credit cards as a way to earn more from the money they're already spending, through rewards and perks.
Key Characteristics:
Shop consistently at 2-4 preferred retailers.
Pay off credit card balances responsibly.
Actively seek rewards and exclusive perks from brands they trust.
Use smartphones, apps, and websites comfortably for shopping and banking.
Will apply for credit cards online, in-store, or through mobile apps.
Requirements
Create web and mobile experiences for 4 outcome states: Instant issuance, Card-in-mail, Pended and Soft decline.
Map the outcomes across 6 application channels. This includes: Retail website, Text-to-apply, Point of sale, Capital One website, Phone, and Direct mail.
Account for use cases where users do not have an existing Capital One account.
Use cases where users have not completed identity verification with a government-issued ID.
Key Insights
Clear communication
Customers expect straightforward approval or denial messages with clear timeframes to recieve card.
Stimulate shopping
Support virtual card upon instant issuance to enable customers to immediately use card at checkout.
Highlight benefits
Card benefits to incentivize customers to complete applications and encourage card usage.
Audit and Analyze Current Application Outcomes
Activities
Workflow analysis
Requirements gathering
Credit outcomes screen audit and page anatomy
Audit
An audit of all outcome screens across retail partners was conducted to compare layouts and messaging. The goal was to identify inconsistencies, highlight discrepancies, and uncover opportunities for improvement.
"The credit outcome screens are the key last steps in an application that can make or break our relationship with customers"
-Agnes Tietz (Director, Digital Product Management)
Personas
Loyal Rewards Shopper
Smart shoppers who shop regularly at their favorite stores and want to maximize the value of every purchase. They see retail credit cards as a way to earn more from the money they're already spending, through rewards and perks.
Key Characteristics:
Shop consistently at 2-4 preferred retailers.
Pay off credit card balances responsibly.
Actively seek rewards and exclusive perks from brands they trust.
Use smartphones, apps, and websites comfortably for shopping and banking.
Will apply for credit cards online, in-store, or through mobile apps.
Requirements
Create web and mobile experiences for 4 outcome states: Instant issuance, Card-in-mail, Pended and Soft decline.
Map the outcomes across 6 application channels. This includes: Retail website, Text-to-apply, Point of sale, Capital One website, Phone, and Direct mail.
Account for use cases where users do not have an existing Capital One account.
Use cases where users have not completed identity verification with a government-issued ID.
Key Insights
Clear communication
Customers expect straightforward approval or denial messages with clear timeframes to recieve card.
Stimulate shopping
Support virtual card upon instant issuance to enable customers to immediately use card at checkout.
Highlight benefits
Card benefits to incentivize customers to complete applications and encourage card usage.
Retail Credit Card Application Flows
Activities
Wireframes
Mockups
Prototypes
Design system
Landing pages
Presentations
Outcomes and channels
Application channels
Meetings with Product Managers helped identify all possible application channels and define requirements for each.
Wireframes
Wireframes and content variations were developed for each application outcome and channel, then reviewed with Product Managers to gather feedback and drive iterative improvements to layout and messaging.
Example of a workflow diagram by department
High-fidelity screens mapping out outcomes by application channels
High-fidelity design
Wireframes were refined into high-fidelity designs through feedback and iteration with Product. Once approved, the designs were handed off to the Content team for final copy development.
Prototype
A white-label experience was developed for an unmoderated usability test, with all Capital One branding removed to ensure impartial user feedback.
Desktop prototype
Usability test insights presentations
Usability testing
36 participants viewed 2 outcome screens. Insights below:
90% of participants comprehended happy path decision outcomes.
All respondents understood text-to-apply scenarios so that barcodes could be used at checkout.
The benefits section was the most comprehensible section by users.
Account terms and conditions were the least comprehensive because they were verbose and technical.
Unhappy paths caused some annoyance due to unclear timelines and methods of communication.
Due to low comprehension scores, online setup and Government ID verification content needed to be updated.
Retail Credit Card Application Flows
Activities
Wireframes
Mockups
Prototypes
Design system
Landing pages
Presentations
Outcomes and channels
Application channels
Meetings with Product Managers helped identify all possible application channels and define requirements for each.
Wireframes
Wireframes and content variations were developed for each application outcome and channel, then reviewed with Product Managers to gather feedback and drive iterative improvements to layout and messaging.
Example of a workflow diagram by department
High-fidelity screens mapping out outcomes by application channels
High-fidelity design
Wireframes were refined into high-fidelity designs through feedback and iteration with Product. Once approved, the designs were handed off to the Content team for final copy development.
Prototype
A white-label experience was developed for an unmoderated usability test, with all Capital One branding removed to ensure impartial user feedback.
Desktop prototype
Usability test insights presentations
Usability testing
36 participants viewed 2 outcome screens. Insights below:
90% of participants comprehended happy path decision outcomes.
All respondents understood text-to-apply scenarios so that barcodes could be used at checkout.
The benefits section was the most comprehensible section by users.
Account terms and conditions were the least comprehensive because they were verbose and technical.
Unhappy paths caused some annoyance due to unclear timelines and methods of communication.
Due to low comprehension scores, online setup and Government ID verification content needed to be updated.
Retail Credit Card Application Flows
Activities
Wireframes
Mockups
Prototypes
Design system
Landing pages
Presentations
Outcomes and channels
Application channels
Meetings with Product Managers helped identify all possible application channels and define requirements for each.
Wireframes
Wireframes and content variations were developed for each application outcome and channel, then reviewed with Product Managers to gather feedback and drive iterative improvements to layout and messaging.
Example of a workflow diagram by department
High-fidelity screens mapping out outcomes by application channels
High-fidelity design
Wireframes were refined into high-fidelity designs through feedback and iteration with Product. Once approved, the designs were handed off to the Content team for final copy development.
Prototype
A white-label experience was developed for an unmoderated usability test, with all Capital One branding removed to ensure impartial user feedback.
Desktop prototype
Usability test insights presentations
Usability testing
36 participants viewed 2 outcome screens. Insights below:
90% of participants comprehended happy path decision outcomes.
All respondents understood text-to-apply scenarios so that barcodes could be used at checkout.
The benefits section was the most comprehensible section by users.
Account terms and conditions were the least comprehensive because they were verbose and technical.
Unhappy paths caused some annoyance due to unclear timelines and methods of communication.
Due to low comprehension scores, online setup and Government ID verification content needed to be updated.
Reusable components, landing pages and QA
Activities
Reusable components
Usability tests
Landing pages
Bass Pro Club Card application flows
End-to-end workflows
Designed end-to-end workflows for retail credit card applications including Bass Pro CLUB Card, BJ’s One Card, Saks Fifth Avenue Store Card, and Menards BIG card using reusable components.
Benefits prominence tests
Developed multiple benefit variants and tested them with customers to identify which had the greatest influence and impact.
Button component
Bass Pro CLUB Card- Capital One landing page
Landing pages
Crafted landing pages for retail credit card applications which would begin the application flows.
Reusable components, landing pages and QA
Activities
Reusable components
Usability tests
Landing pages
Bass Pro Club Card application flows
End-to-end workflows
Designed end-to-end workflows for retail credit card applications including Bass Pro CLUB Card, BJ’s One Card, Saks Fifth Avenue Store Card, and Menards BIG card using reusable components.
Benefits prominence tests
Developed multiple benefit variants and tested them with customers to identify which had the greatest influence and impact.
Button component
Bass Pro CLUB Card- Capital One landing page
Landing pages
Crafted landing pages for retail credit card applications which would begin the application flows.
Reusable components, landing pages and QA
Activities
Reusable components
Usability tests
Landing pages
Bass Pro Club Card application flows
End-to-end workflows
Designed end-to-end workflows for retail credit card applications including Bass Pro CLUB Card, BJ’s One Card, Saks Fifth Avenue Store Card, and Menards BIG card using reusable components.
Benefits prominence tests
Developed multiple benefit variants and tested them with customers to identify which had the greatest influence and impact.
Button component
Bass Pro CLUB Card- Capital One landing page
Landing pages
Crafted landing pages for retail credit card applications which would begin the application flows.
Landing pages and application flows
BJ's One Wholesale credit card landing page
BJ's One & One+ credit card program
Created end-to-end flows and landing pages for the BJ's One Credit Card program.
Saks First Credit Card Program
Designed landing pages and benefits for the credit card program.
Sak's First program benefits
Menards BIG card program benefits
Menards BIG Card Program
Designed landing pages and benefits for the credit card program.
Reference
Landing pages and application flows
BJ's One Wholesale credit card landing page
BJ's One & One+ credit card program
Created end-to-end flows and landing pages for the BJ's One Credit Card program.
Saks First Credit Card Program
Designed landing pages and benefits for the credit card program.
Sak's First program benefits
Menards BIG card program benefits
Menards BIG Card Program
Designed landing pages and benefits for the credit card program.
Reference
Landing pages and application flows
BJ's One Wholesale credit card landing page
BJ's One & One+ credit card program
Created end-to-end flows and landing pages for the BJ's One Credit Card program.
Saks First Credit Card Program
Designed landing pages and benefits for the credit card program.
Sak's First program benefits
Menards BIG card program benefits
Menards BIG Card Program
Designed landing pages and benefits for the credit card program.
