Project 04
Drop-offs reduced in the credit card journey
Bajaj Finserv Co-brand Credit Card
Improving stage completion by 10%
Reduce drop-offs at every stage of the appliation form
Project Overview
We took a look at the core user flow of the Bajaj Finserv Co-brand Credit Card and found that at users would not complete the application form. Our team took it up to optimise the user experience on the forms to address the pain points and motivate the user to complete filling the application.
Problem Statement
The application has 4 parts: Page 1: Personal details, Page 2: Additional details, Page 3: Occupation details and Page 4: Address details. We used Clevertap to monitor each stage and found that users were taking a lot of time to fill all details. The process was time-consuming.
Industry
Bajaj Finserv Co-brand Credit Card
My Role
Lead UX writer
Platforms
Mobile (iOs, Android), Website
Timeline
January 2023- December 2023
Persona
Ashutosh Rana
Cab driver
Ashutosh is a cab driver in the city of Pune. He works for 12-15 hours in a day. He lives with his wife, mother and son on the outskirts of the city.
Age: 37
Location: Pune
Tech Proficiency: Moderate
Gender: Male
Goal
A good credit limit for his mother's medical expenses
Quick and simple application process
Guidance or assistance with difficult concepts
Frustrations
Too many steps and details to fill
Unclear communication around error/blank fields
Has to restart application from page 1 after drop-off
Process
Outcome
9% decrease in drop-offs from screen1, 2 &3
36% increase in journey completion
20% increase in footfall through Bajaj app
Key Learnings