This is a modular redesign of Capital One’s auto loan refinance pre-qualification experience.

Impact —
+ 7.2% lift in Sign-in to Submit application rate
+ 4.7% lift in Sign-in to Contract rate

Role Lead designer

Duration 5 months (Q4‘21 - Q1‘22)

Tool Figma

ⓘ HOW AUTO REFINANCE WORKS
PROBLEM

Although mobile traffic nearly doubled that of desktop, mobile users completed pre-qualification at lower rates than desktop users.

The current mobile pre-qualification experience was overwhelming and tedious due to cognitive overload. Users had to input all info on a single page with a lack of information hierarchy.

INFORMATION HIERARCHY

I decided to revamp the experience into granular steps by first breaking down the information. Although more clicks often mean more “physical” cost, in this case, it meant removing “mental” cost.

USER FLOW

The order of the pages was one of the most important aspect when determining the information hierarchy since there were many different use cases such as co-borrowers. The answer to a question would determine which page would appear next.

CONTENT & UI

Other than the hierarchy, there were two more areas I focused on: (1) clear, conversational, and legally aligned content, (2) finger friendly UI. 

SOLUTION AND IMPACT

After collaboration with design, legal, tech, and product teams, I was able to break down pre-qualification into a modular experience. A/B testing was performed on 50% of users randomly selected via Adobe Target. My designs led to 7.2% lift in application submission rate and became the new control for both mobile and desktop. Contact me to learn more details about the design process.

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