The Challenge
To help International Students that arrive in the US to seamlessly apply for a credit card online - with minimal drop-off
Sable Card
Designed a mobile app with a unique onboarding experience for a fintech startup
The Solution
In order to minimize user drop-off, we needed to optimize the total application time & information flow
My UX Process
I believe that design is an iterative process and testing early & often offers the best outcomes.
DISCOVER: Understanding the Problem
Business Goals & User Research
After background research followed by client meeting, we understood our client’s business goals. Then, we set forth to understand our user.
Who is our User?
Our User is Generation Z & Millenials International persons who have arrived in the US to study or work without a SSN or prior credit history.
These users might not be familiar with US banking terminology and financial services industry.
Who is our Client?
Sable has positioned itself to offer credit cards to International Students that come to the US without a Social Security Number or a prior credit history.
Sable has has received seed money from Y Combinator and is set to launch in Fall 2019.
Our Users come from all over the world and are not always familiar with US banking terminology and financial services industry.
DEFINE: Synthesizing trends from Research
User Research & Business Goals
Affinity Mapping is a classic UX technique that allows us to identify key trends from our User Data. We mapped out our findings from our user interviews to identify key trends.
WHAT YOU NEED…
Lots of Post-its
A Wall
Sharpies
User’s Primary Motivation:
Our Users primary motivation to apply for a US Credit Card was not to obtain a credit line.
It was simply to start building their Credit History - in order to qualify for basic needs like phone plans, car leases, rentals & mortgages.
Key trends& user insights:
Here are the Key Trends we identified & how they informed our design decisions for the Sable Card App:
User persona:
We created a Persona to understand a typical Sable Card applicant - their goals, needs, pain points & behavior to help us design a seamless experience for our users.
user’s journey map:
We also created a Journey Map for Ajda to understand her pain points when trying to apply for a US credit card without Social Security or a prior credit history.
Design: Turn Insights into a Product
Design Studio & Low Fidelity Prototype:
In our design studio, we collaborated to create a paper prototype & proceeded to test it.
Mid-Fidelity Prototype:
After testing our rapid prototype, we made certain iterations and created Wire Frames.
Deliver: Testing & Delivery
