NAB, a leading financial institution, aimed to improve the customer experience for individuals applying for credit loans online. The existing application process was cumbersome, lacked transparency, and often left customers confused due to the complexity of questions and lack of visibility into their application progress.
… Really love the new Credit Application Tool. It is much simple to apply online using this tool ...
Cumbersome Application Process: The existing application process was time-consuming and tedious for customers, leading to frustration and drop-offs.
Lack of Progress Visibility: Customers couldn’t track the progress of their application, resulting in anxiety and uncertainty.
Confusing Questions: Some customers found the questions in the application form confusing, which hindered their ability to provide accurate information.
Domain
Domain:
Banking & Finance
Notify real-time experience
Online Banking
Areas:
B2C & B2B
Credit Application
Omnichannel experience
(Mobile and responsive web)
Skill and Expertise:
Competitor research
Usability Audits
Low-Hi Fi prototypes
User interviews and testing
User flows & Empathy maps
Qual and Quan research
As the Senior UX/UI Designer at NAB, I spearheaded the redesign of the credit application tool to address these challenges and enhance the overall customer experience.
Simplification of Application Process:
- Conducted user research to understand pain points and preferences.
- Simplified the application flow by categorizing questions based on relevance to the customer’s application type (e.g., personal loan, credit card).
- Introduced a progressive application form that guided customers through the process step-by-step, reducing cognitive load and improving comprehension.
Improved Visibility:
- Implemented a modern calendar-based interface to schedule important dates and deadlines related to the application process.
- Incorporated a progress tracker that allowed customers to monitor the status of their application in real-time, providing transparency and reducing anxiety.
Enhanced Question Clarity:
- Refined the language and structure of questions to make them clearer and more understandable for a diverse range of customers.
- Utilized tooltips and contextual help to provide additional information or clarification where necessary, ensuring customers could confidently provide accurate information.
Accessibility Considerations:
- Ensured the entire application experience was accessible to users with disabilities by following WCAG guidelines and conducting accessibility audits.
- Implemented features such as keyboard navigation and screen reader compatibility to cater to all users, regardless of their abilities.
The redesigned credit application tool resulted in significant improvements in customer satisfaction and efficiency:
- Reduced Application Time: Customers reported a significant reduction in the time required to complete the application process, leading to higher completion rates.
- Improved Transparency: The progress tracker empowered customers to track their application’s status, reducing uncertainty and improving trust in the process.
- Enhanced Clarity: The clearer and more concise questions resulted in fewer errors and improved data accuracy, streamlining the overall process for both customers and NAB.
By focusing on simplifying the application process, improving visibility, and enhancing question clarity, the redesigned credit application tool at NAB successfully transformed the customer experience. The implementation of modern design elements and accessibility considerations ensured that the tool was accessible and intuitive for all users, ultimately leading to increased customer satisfaction and operational efficiency.