Barclays
I was approached by Barclays to help increase credit card sales for their credit card division, Barclaycard. The goal was to achieve big improvements in a limited time frame of six months, with a tight budget and a small team. Despite these challenges, the project led to a 2.5% increase in credit card applications and $2.5M in new revenue in the first 3 months.
The challenge
The main challenge was the tight six-month deadline and the limited budget. As the Lead UX Designer, I also had no direct team to help me.
The project team was me, a project manager juggling five projects at once, and two data scientists who were also working on other projects. Another big hurdle was the legal team’s strict requirements, which made changes hard to get approved, especially changes to call-to-action (CTA) colors.
The process
1) Data analysis and UX audit
I worked closely with the data scientists to understand how users behaved on the platform.
I ran a full UX audit of the current UI to find areas to improve.
2) Prototyping and stakeholder presentation
Based on the data and the audit, I created prototypes showing possible improvements.
I presented the prototypes to stakeholders and explained the benefits and opportunities.
3) Fixing the key issue
I found that the limited color palette was hurting sales. The blue CTAs blended in with the brand colors, so users missed them and dropped off in frustration.
I designed and built a few pages with a new purple CTA and a slightly restructured layout.
4) A/B testing
I ran A/B split tests to compare the new design against the existing one.
The tests confirmed the new design worked, with a 2.5% increase in credit card applications.
5) Getting through legal
I worked closely with the legal team to make sure every change met regulations. That took a lot of back and forth.
6) Extra improvements
After hitting the main goal ahead of schedule, I spent the remaining two months redesigning other pages and recommending how to improve them to match the new business goals.
The result
The project beat its targets two months ahead of schedule. The new design led to a 2.5% increase in credit card applications and $2.5M in new revenue for Barclaycard in the first 3 months. The redesigned pages and my recommendations also helped bring the rest of the site in line with the business goals.
