Credit Card Acquisitions
Citi Retail Services (CRS) provides credit services to some of the world’s leading retail brands and supports over 90 million active card accounts. CRS Acquisitions is a process within the CRS Account Online experience that allows a user to apply for a CRS partner credit card.
Role
I worked on the project as the art director and co-lead, collaborating closely with our creative director, content strategist, copywriter, UX designers, and a team of developers. The work was created while at Razorfish in 2014.
THE ASK
The focus of CRS Acquisitions redesign was to create a best-in-class, fully ADA-compliant credit card acquisition experience that prioritized seamless data entry, minimal user friction across devices and easy re-theming.
Responsive lockup of the Home Depot credit card application – one of many partners using the CRS Acquisition experience.
Breakdown of average form submission times pre- and post-launch
the results
Application submission rates increased 36% on average
Average submit times reduced significantly
Credit Card Acquisition Takeaways
This project taught me the value of diving deep into the details. Along with the UX designer, I spent countless hours refining our approach to error messaging, placeholder text, field labels and formatting to get things right. Creating a consistent form system that worked for both mouse, screenreader and keyboard users was also such a good challenge to shift my thinking.
It was also responsible for jumpstarting my love for user experience as I watched users interacting with our first prototype. Seeing people use the things I helped to build firsthand was such a rewarding (if sometimes frustrating) experience, I knew I was hooked.