Developed a feature to automatically enroll existing Capital One customers who are signing up for a new card.
Objectives
We found that customers were being asked for redundant information when signing up for a credit card. Specifically, after logging into their account and applying for a card, existing customers:
Had to log in again after already being logged into their account beforehand.
Had to provide redundant information (first name, last name, date of birth, address, etc) that already exists within their account.
We needed to remove the need for customers to input information that we could supply for them via our back-end databases. This would be a big win for both customers and the business— streamlining the application and enrollment process would be both satisfying for customers and reduce the amount of time between application and account setup.Let's imagine a scenario... ☁️Say you're signing up for a new credit card through a bank that you're very happy with already. You're logged into your account and go to apply for a new card.You land on the application page and see that you're required to input your full name, date of birth, email address... the works. Why can't Capital One just see that I'm logged in already?, you think, filling out the unnecessarily blank fields.You submit, and you get approved. Yay! Capital One redirects you to a login page— Why can't Capital One just see that I'm logged in already?, you think... again. You log in, again, begrudgingly.After logging in, you see that your new card is now enrolled to your online account. Great! But this experience leaves much to be desired.
The Approach
I met with my product partners to outline a design strategy based on our objectives. When existing customers are logged into their account, and want to apply for another card, they run into some pain points that make their experience cumbersome. Designing a solution to these pain points would help customers enroll in a more streamlined way, satisfying customers while increasing our enrollment rates.We settled on a few features to rid customers of these pain points:
Prefill: A feature that appears on an existing customer's credit card application page. When clicked, it prefills some of the customer's information to avoid replication. This solution also reduces application time while increasing submission rates.
Auto Enroll: When an existing customer prefills their application, they qualify to be auto enrolled. On approval, we automatically enroll their new credit card. This helps customize and streamline the customer's experience.
Above is the finalized design for when a customer is successfully Auto Enrolled. After clicking the "Continue Online Setup" button, they are redirected to their account.
Outcomes
My job was to develop the Auto Enroll experience and monitor its success. The main Javascript frameworks that I used to write this experience included (but were not limited to) React, Node.js, and Jest.While developing this experience, I collaborated with Design to ensure that we captured the customer experience in a way that saves the customer as much time as possible while still keeping them in-the-know about the Auto Enroll process. We talked about how the path the user takes through the experience and how we can enhance it end-to-end.
After writing and monitoring the experience that I created, we noticed a large uptick in customers who completed their enrollment. We have a percentile of customers who fall off after they get approved, which Auto Enroll helped mitigate.We also noticed that the average customer's application to completion time improved from 13 minutes to 6 minutes with Auto Enroll. About 5-10% of customers who enroll with Capital One see this experience.Overall, the addition of Auto Enroll was a massive success across the org. I am proud to have developed this groundbreaking feature that has touched millions of customers!
