The problem and business goals
Proposing a credit card instant issuance was one of the most valuable solutions the Retail Cards Business (RCB) wanted to achieve in the retail transformation project that Emirates NBD legacy products were undergoing.
Objectives
- Create a meaningful journey for users intersecting their relevant cards
- Different people behave differently with their credit cards (not like debit cards from an account). Credit Is generally used with benefits
- Family based cards, if users spend lot of time in malls EMAAR family cards
- Some of them work closely with airline miles (for user who use frequent flying options)
- Relevant to the customers journey
- There are different channels which the user gets an opportunity to apply for a credit card i.e Organic search
- maintain a common application process or common flow across different channels
- User should get maximum benefit when they are on website / page to look at these options (visually appealing, competing with challenger banks)
Desk Research
- What credit cards exist within Emirates NBD
- What are the different user personas (who are we targeting?)
- Someone who travels a-lot - how will they find the card?
- Who has a family?
- Whop doesn’t want to pay extra credit card fees? - how would they find out
System understanding
- How does the whole system work?
- DMS (decision making process) is an important check
- Application Approval is an important check
Brainstorming / Wireframes
- End to end Design journey with all the steps laid out quickly
- Right information to see how the user experience will be
- where is the rejection
- drop offs
- approval stage
- what information are you asking
Interface Design & Design System
- Design decisions made
- Inline with design principles
- Implications on the design system
