Credit Card Sales Funnel – Feasibility Study

Year: 2016
Client: St.George Bank
My Role: UX Consultant


St.George and Westpac online credit cards application were underperforming in converting applications into active new accounts.  It was estimated 550k customers start an application yet do not complete, demonstrating a big opportunity to maximise conversion rates within the sales funnel process.

The business requirements driving this 3 months feasibility study were:
  • simplified credit decisions
  • provide online banking access for customers prior to an account being approved
  • new card services within online banking
  • targeted messaging to customers, and
  • instant account creation


I worked very closely with the assigned core team of Product Owner, Scrum Master and three BAs.
Among the activities that I planned, led and executed were:
  • Defining the Opportunity and Scope
  • The set up and maintenance of the Design Wall – a great tool to engage stakeholders and display the user journey
  • Prototyping – using Axure, and
  • User Testing – engaging one of Westpac’s preferred research partners

Project Objectives (opportunity)
Define Scope
STG Design Wall
The movable Design Wall
STG User Testing
User Testing


An improved online credit card application flow that was shorter and easier to complete. The application provided early feedback on credit limits to applicants so they felt we were not wasting their time, and allowed them to explore products with limited features from within Online banking. This was achieved with the instant account creation.

In addition, we included a digital card concept which would was immediately available to use on online purchases right at the end of the application, while the new customers waits for the card to arrive on the mail!

Axure Prototype:

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s