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As the Experience Architect on the team, I was responsible for creating the user flows, wireframes, and interaction design, as well as building the prototypes for Usability Testing. I worked with a Content Strategist who provided me with page template layouts and content for each section to put into my wireframes. I was also tasked with writing up some of the test plan for Usability Testing.
The existing credit card digital experience on USAA needed a lot of work. It had no hierarchy, and lacked usability. There were too many drop-offs. The objective was to completely redesign the experience, personalizing it towards members and non-members of USAA. Our goals were to draw more awareness towards the experience, streamline the experience, and increase conversions in credit card applications, thus increasing business revenue.
The existing experience was overwhelming with information and lack of structure, and it only caused cognitive overload.
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I kicked off the project with an extremely extensive 250+ page audit of the credit card experience on USAA.com. I audited everything, including page structure, navigation, each and every element, interactions, credit card information, credit card categorization, sub-categories, layout, comparison tool, flows, links and URLs, application process pages, and disclosures. I conducted the audit for both desktop and mobile-web.
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My team and I came up with two different enjoyable concepts to start the experience. Each would result in personalized matches and recommendations of credit cards for the customer. I worked with a Content Strategist collaboratively on page templates and he would provide me with the page goals and messaging.
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Our next step was to test the designs. I helped put a test plan together, and built a fully-functional prototype in Axure for both Desktop and Mobile and Member and Non-Member flows for each. You may want to toggle on the "Show Hotspots" switch to help guide you through the prototype. Our team observed the user testing sessions live remotely.
After the user-testing sessions, I was put on another project that needed my help. Unfortunately, the downside of agency life is that it is very rare that you sit through an entire project from start till finish.
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I'm always interested in expanding my network or solving new challenges!
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