BOQ Credit Cards Platform

BOQ
Credit Cards
Platform

Role: Design Direction , UX and UI
Agency: BWM Isobar

Challenge
Credit card is a commodity category being virtually impossible to tell apart from all the competitors. BOQ have a range of credit cards, but were not perfectly clear on how to take them to market, as a result the take-up of BOQ credit cards was not high enough. The task for BWM was to evaluate and improve the experience of BOQ website’s credit card section to help drive the overall uptake of BOQ credit cards.

Solution
Simplify the BOQ credit card pages to make it easier for customers to choose the one that’s right for them. Clearly state the customer need satisfaction and customer value proposition.

Results
Currently in market (New version resulted in 95% converted better than the previous version when A/B tested)

Challenge
Credit card is a commodity category being virtually impossible to tell apart from all the competitors. BOQ have a range of credit cards, but they were not perfectly clear on how to take them to market, as a result the take-up of BOQ credit cards was not high enough. The task for BWM was to evaluate and improve the experience of BOQ website’s credit card section to help drive the overall uptake of BOQ credit cards.

Solution
Simplify the BOQ credit card pages to make it easier for customers to choose the one that’s right for them. Clearly state the customer need satisfaction and customer value proposition.

Results
Currently in market

The Process

1. Product Competitive Review

We looked at credit card as a commodity category and analysed where BOQ was sitting against their competitors

2. Personas

Based on existing research data, we updated the personas for 3 types of target audience age from 18-45 to understand their needs and what attracts them from a customer value point of view.

3. Journey Mapping

We mapped out each step of the journey for our prospect customers leading to sign up and identify the area for improvement.

4. Competitive Analysis

We evaluated BOQ’s onsite user experience against their peers, with the intention of understanding the gap between their pages and their most successful competitors’ pages. The intention was to shortcut a lengthy research and discovery phase by studying those who have higher budgets than BOQ and using what we learnt to fast-track improvements to the credit card section on BOQ.com.au.

5. Wireframes and contents

Utilising existing design patterns, new wireframes and contents created in a redefined structure of category offer, customer need satisfaction, value proposition, key features and strong promotional messaging.

6. UI Design

New designs based on the restructured wireframes and existing design system.

7. AB Testing

Conducted by BOQ, new version resulted in 95% converted better than the previous version.

Use of reseach data and personas to understanding our three types of customer.

Identify the area of improvement through journey mapping.

Redefined content and structure