Evaluative Research | B2C
Demystifying Credit Choices and Rewards
ROLE
UX Researcher
TIMELINE
3 months
TEAM
1x Researcher
1x Designer
1x Product Manager
CHALLENGE
Customers were frustrated by the lack of transparency and control in CFNA’s auto-assigned credit card process. Inconsistent benefit offerings between the two cards led to confusion and disappointment, while the opaque rewards system—with unclear point logic and redemption options—eroded trust and increased the likelihood of abandonment or cancellation.
RESULT
Through in-depth user interviews, we identified key pain points in the card selection and rewards comprehension experience. Our recommendations informed updates to the landing page, clarified messaging in the application flow, and simplified the rewards explanation to better align with user expectations and decision-making behaviors.
IMPACT
Implementing these changes would reduce user confusion around card assignment, minimize friction during application, and build long-term engagement by improving trust in the rewards system. This could lead to lower abandonment and cancellation rates, and strengthen customer confidence in CFNA’s value proposition.
Project Timeline
Research Method
To uncover the quality data, I conducted 90 minutes 1:1 user interviews with 20 participants (10 web and 10 mobile) to gain insights into users' behaviors, preferences, and pain points.
All the participants were required to go through three scenarios:
Pre-Login: 2 design options for exploring the 2 Card offering and Rewards Program
Card Application: Getting qualified for the Private Label Card
Post-Login: Rewards Program and Points Banking
User Archetypes
Credit card user archetypes can be divided into 5 types of archetypes. It’s crucial to understand the motivations, and behaviors of these user archetypes to create experiences that meet user needs.
Max Payers
“I am responsible and like to pay my credit card bills in advance. I have never paid interest because I am always on top of my bills. I keep an eye on offers and make the best use of them.”
Traders
“I am always on the lookout for cards with maximum rewards, cash back, and longest payback tenure. I am on the pry for cards that offer transfer of balance without fee or least interest rate.”
Revolvers
“I do not believe in paying dues to the full. I pay only the minimum amount due, or little more than that, and go about making purchases on cards as usual. High interest rates do not bother me.”
Non-Users
“I boast about owning all sorts of cards, but when it comes to using them, I just don’t. I stay cautious because I have wrongly used a card.”
Non-Payers
“I manage to obtain all the credit cards offered to me, use them all up to the maximum available credit and then not pay up at all.”
Insight & Opportunity
2 Card Comprehension
Insight
The website's lack of clarity regarding CFNA's selection of one of two credit card options leads to user frustration upon discovering they received a different card.
Recommendation:
Improve pre-login experience by clearly adding the 2 card options and the process.
Consider using a pre-qualification service or a credit meter to provide customers with information on which cards they are more likely to get before applying.
Card Approval
Insight
Participants were disappointed with the Private Label card instead of the Mastercard but would use it in emergencies like vehicle repairs. They wanted to know why they got the Private Label card and sought ways to add Mastercard benefits or obtain it directly. The decision to keep or cancel the card hinged on discussions with customer service.
Recommendation:
Provide clarification and reasoning for getting one card over the other.
A free upgrade to Mastercard after 6 months of active use and complete payments would encourage customers to continue using the card and reduce cancellations
Rewards Program
Insight
While seeing the transaction history is beneficial, participants were confused and overwhelmed by the reward calculation. They expected to see their current tier and the amount required to spend to upgrade to the next tier on their Account Summary.
Recommendation:
Gamify the experience to clarify the tier level, current status and points pending to reach the next tier level.
