Project: EXPRESS NEXT Credit Card Application

Platform: iOS and Android

The Challenge: EXPRESS offers a loyalty credit card program that is currently not supported on the app. Originally the ask from product was to only add a banner to elevate the program on bag as well as a native application page. Due to the lack of awareness around the program, I later suggested adding an informational landing page to link/deep link into, as well as updating our account section to allow users access to learn more if they choose to.

While working together with a BA on this project, we found that there were many scenarios we would need to solve for development wise on the actual application. Circling back with more research, we decided to “gate” the experience. We wanted the user to login before signing up for a credit card so that the information and credit card process would be smooth for both the user and the back end.

Role: UX Designer

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1. Research

While researching other brands, I came across a few retail brands that gate their credit card experience. Ultimately this helped us in our decision to also gate the form.

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2. Competitive Analysis

The initial ask was to only add a banner highlighting the credit card program on the bag. I explored other brands app’s to compare the product’s strategy vs. what’s out in the market today.

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3. User Flow

Once we determined that we wanted to make the user login before signing up for a credit card, I created a high level flow for how the experience would work.

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4. Wireframes

The main focus was creating a new native application page to sign up for the credit card. I was able to split up the personal information into sections to help the user navigate easily through the page.

We also added a dynamic savings banner to the bottom of the bag, to inform the user how much they can save if they apply today. This banner will only show up for new users who do not currently have a credit card.

Also we added a new landing page to explain the benefits of the credit card that the user can access through the app or through any deep linking on the web.

Lastly we updated our account section so the user has two clear objectives regarding the credit card. They can either access the landing page to sign up or learn more information OR if they are already a credit card member they may go directly to pay their bill.