Latitude Low Rate Page Uplift 

Challenge

Increase Low Rate Credit Card Landing Page to Application Page conversion by 1-2 percentage points (1000-2000 customers) with the hypothesis more customers enter the application journey. Focus on hero and above the fold area so customers can distinguish always-on value from promotional offers.

Responsibilties

UI design, digital design, art direction, design system maintenance, QA and testing.

OUTCOME

Upon testing the new design variant, it drove a +53% increase in product landing page to application page click-through. Based on this strong result, the design was rolled out and deployed.

Learnings

Having been involved on this project for 3 months, collaborating with UI/UX designers, stakeholders, and developers it was a great learning opportunity. Design went through many iterations to achieve the outcome.

Some key takeaways from this project:

When to involve stakeholders. Our team decided to involve stakeholder early in the process, during wire-framing which led to quick decisions being made prior to moving into hi-fidelity.