Alipay Co-branded Credit Card
Sign-up Page and Homepage Design
Background
The competitive market for co-branded credit cards is becoming increasingly fierce, while the overall growth of the credit card market is slowing down, leading to intense competition. In order to achieve our business goals of increasing the number of card applications and the activation rate, we have implemented rapid iterations and targeted different sign-up pages for various user segments to adapt to their diverse needs. In this project, I also iterated on parts such as the form pages, activation pathways, and homepage layouts that affect the growth of activation rates and the thickness of users' bills, and achieved positive data growth results.
Sign-up page
The three application pages are designed to cater to users with different demands: one focuses on holiday promotions, another emphasizes discounts and benefits, while the third combines real-life scenarios to influence user sign-ups.
As shown in the three test images above, we conducted numerous rounds of experimentation on the sign-up page. The specific steps are as follows: first, we identified the importance and distribution of user demand factors for applying for a credit card, and based on these emphasis factors, we designed different layouts. Additionally, user browsing behavior and intentions also influences the performance of the application page.
Application Process
The form completion pathway and activation pathway directly affect the efficiency of credit card applications, mainly facing the following issues: 1. Different banks have different field requirements; 2. There are multiple security and compliance rules, making it difficult to reduce fields. For this user pathway, I improved the efficiency of the design team by establishing unified formats and design rules. Additionally, by enhancing the standardization of pages within Alipay, I further increased user form completion efficiency and reduced their learning curve.
Main Page
To encourage continuous usage, we decided to redesign based on the existing page(left)。On the homepage, the primary goals of users are to check their accounts, make payments, and view their entitlement status. We have adopted an account-based approach to facilitate users in recognizing the benefits they have received and to remind them to view all their entitlements. Additionally, this framework can accommodate the diverse entitlements offered by different banks, ensuring the stability of the overall page structure.