UX Design (Android)
Honest Credit Card:
Acquisition Experience
As a Product Designer for Honest card application, my primary responsibility was to design and continuously improve the user acquisition flow.
The goal was to enhance the user experience, minimize friction points, and drive higher conversion rates for credit card applications. Over my three years at Honest, I focused on identifying pain points and implementing solutions that not only improved user satisfaction but also significantly contributed to the business's growth metrics.
I followed a design thinking and UX methodology approach to ensure user-centric and data-driven solutions:
Empathize
Conducted user research through interviews, surveys, and usability testing to identify key pain points and understand user behavior.
Analyzed app analytics and gathered feedback from project manager + customer support to gain deeper insights into user challenges.
Define
Clearly identified problem areas such as high drop-off rates in the application process, KYC verification difficulties, and issues in the delivery process.
Prioritized pain points based on their impact on conversion rates and user experience.
Ideate
Brainstormed potential solutions with cross-functional teams, including product managers, developers, and customer support.
Explored various design approaches to simplify and enhance the acquisition process.
Prototype
Created wireframes, prototypes, and high-fidelity designs using Figma for rapid iteration.
Mapped out and simulated user journeys to test the effectiveness of proposed solutions.
Conduct additional unmoderated usability testing on usertesting.com and revise the design as needed.
Test
Conducted usability testing with target users to validate design assumptions.
Collected feedback and iterated on designs to refine the user experience further.
Implement & Monitor
Collaborated with developers to implement the final designs and ensured accurate execution.
Monitored post-launch performance through data analysis and ongoing user feedback to assess the effectiveness of improvements.
Improve Card Delivery
Challenge: High failure rates in card delivery due to incomplete address forms.
Solution: Identified the root cause—missing sub-district fields in the address form. Redesigned the form to include all necessary fields, integrated Google Place APIs to create a better address searching experience and an additional text box for users to specify delivery instructions.
Impact: Reduced delivery failure rates significantly, enhancing customer satisfaction and reducing operational inefficiencies.
Enhancing KYC Experience
Challenge: Users struggled with the KTP (Indonesian ID card) upload process, resulting in failed verifications and drop-offs.
Solution: Simplified the KTP upload interface, added better error handling, and rewrote the instructional copy to be more user-friendly and intuitive.
Impact: Improved KYC success rates and reduced abandonment during the verification process.
Mitigating Fraud
with Welcome Calls
Challenge: Increased fraudulent applications using fake KTPs and deepfake technologies.
Solution: Designed a 'Welcome Call' experience, where approved applicants must complete a video call with customer care for identity verification.
Impact: Significantly reduced fraudulent applications while maintaining a seamless user experience for legitimate users.
Over three years, these strategic design improvements not only optimized the acquisition funnel but also contributed to Honest’s long-term growth and customer trust.
Increased Application Submissions
Streamlined processes led to a consistent rise in credit card application submissions.
Higher Approval Rates
Improved form design and error handling ensured that more valid applications passed through the approval process.
Reduced Fraud Cases
The welcome call strategy drastically reduced fraudulent approvals, enhancing security and trust in the application process.