USAA: Credit Card Balance Transfer

PROJECT OVERVIEW
After years focused on compliance, I led the re-design of the Balance Transfer experience to help members pay their credit card debts faster and drive portfolio revenue.

How might we ... re-focus a quick “lift and shift” to improving the member experience?

MY IMPACT

$XM increase in revenue in first quarter
I saved $400k in development costs by driving the adoption of the new Design Language Syst

Why Balance Transfer?

With a portfolio losing $1B over a 3 year period, the company was in dire need to produce revenue.

Historically, Balance Transfer provide a means to shift ones credit card from another high-interest card to a low-interest card. This is good business for USAA because it enables them to increase average monthly spend per customer.

The Challenge

Atrophied product muscles, old design language and lack of dev resources created churn in speed to market. The business partners simply wanted to modernize the existing card portfolio without any improvements to the experience.

What I Did

DISCOVERY ︎ DEFINITION ︎ DESIGN ︎ DEVELOP/RELEASE/EXTEND

DISCOVERY = 10 weeks
In practicing human-centered product development, I conducted just enough research with customers on the existing experience.

Includes: Usability Testing, Competitive Research

The current experience was turned off due to compliance issues. The existing experience was on-track to be two design languages behind where it should be.

Due to the delay in speed to market, we tested with the interim design language that was set to be 1 language too late.

I conducted Usability Tests with existing customers with a high-balance and those who had previously conducted balance transfers.

Invision: https://eagle.invisionapp.com/share/KFEJNMR4AE5#/screens/264801841