Context
Who is Mission Lane and what did I do there?
Mission Lane is a fintech company that offers accessible credit card and lending solutions to the underbanked population. I was the lead designer on the Member Experience team, owning both the mobile and web platforms for our credit card app that serves over 300k customers.
Problem
How might we increase the card activation rate and ensure a seamless experience for users?
Customers had three options for activating their credit card: utilizing our website, sending us a message, or contacting our agents via phone.
Solution
Three birds, one stone
A card treatment that solves three problems:
Informs customers about the approaching expiration of their card
Enables address confirmation to reduce mailing costs to incorrect addresses
Create a sense of urgency to boost the activation success rate
It’s not just about designing the flow. It’s about the whole experience.
Informed 🔔
Assurance 👍🏻
Call-to-action 🫵🏻
Activation 📱
Success 🎉
Design Process
Discovery
Upon analyzing the Activation activity, we obtained data from our dedicated data analytics team and discovered the following insights:
Below 30% of customers were activating their new cards after their old ones expired.
Sending new cards to the incorrect addresses resulted in significant additional expenses.
We hypothesized that some customers might not be activating their new cards due to a lack of awareness regarding the impending expiration of their current card.
Prior to ideation, I established specific design goals to address our challenge.
First Iteration
The in-app activation process is designed to provide customers with clear guidance at every step, ensuring that they are well-informed and aware of the actions they need to take.
User Testing
Unmoderated usability test
Method
Tool
Usertesting.com
Audience
6 participants, age 23-54
Does the treatment convey a sense of urgency?
What is their first action?
Do they understand all of the states?
Do they understand the actions they should take?
Objectives
Key Findings and Recommendations
Final Designs
Imagine you are a Mission Lane customer…
You log in and are greeted with this blue card. You discover that your card is expiring soon. You want to ensure it is mailed to the correct address, so you proceed to confirm the address.
It’s currently February.
You log in and are greeted with this blue card. You discover that your card is expiring soon. You want to ensure it is mailed to the correct address, so you proceed to confirm the address.
Fast forward to April.
You log in and see that your card has been shipped. A few days later, you receive your card and proceed to activate your card.
Unhappy Paths
If you fail to respond during the initial two stages or if there is a delivery issue, you’d be presented with an alternative card display. But you won’t, because you’re an informed, responsible card holder! :)
Outcomes
We saw early signs of success!
Compared to web, Card Activation in App has shown success solely during the initial 30 days following it’s release.
In just ONE month post rollout, in-app card activation has...
