CNET Money Credit Card Template
CNET Money is focused on providing users with unbiased, financial advice and recommendations. This project was focused around optimizing how we show credit card information and recommendations on site.
- ROLELead Senior Product Designer
- TOOLSFigma
- TEAMSenior Product Designer, Product Manager, Engineer, Legal Rep
- PROJECT LENGTH3 months (6 weeks for research/design and 6 weeks for development and QA)
- YEARApril – June 2023
- BRANDCNET Money
Project Goals
Increase CTR and interaction within credit card precaps and listicles, specifically on desktop.
Improve overall user experience and provide users with easy-to-read and compare information quickly.
Discover additional opportunities through competitive research.
Competitive Research
This was my first project working on credit cards, so to start this project, I began with researching our competitors. I discovered that for many of our competitor’s components, they were providing users with more visible and comparable card information than we were. Looking at our current experience, I was also able to identify potential quick wins at the top of our page experience like allowing more breathing room for our right rail on desktop.
Medium-Fidelity Designs
After completing some competitive research and analysis, I quickly created layouts that focused on optimizing the top of our page experience and giving our product team new opportunities for A/B testing. I then presented my findings to stakeholders for buy-in and review.
Approval Challenges
Since credit cards are a highly-regulated topic, we had to provide our new designs to our credit card issuers. This process included getting approvals from our legal team and creating content-specific mocks for each of our credit card issuers.
Final Design
The final designs of these page templates included a new, top-of-page experience with less visual clutter and highlighted information like CNET score, annual fees, and rewards rates. Deeper within the experience, new listicle designs included more vertical scannability of important card information and maximized usable space on the mobile experience.
Business Impact & Learnings
After the new page templates were tested, they proved to outperform the existing experience with +26% increase in registration per visit and an increase in initial CTR by +11%. From this experience, we learned that if we give users an easy way to not only compare credit cards, but also give more valuable information up front, our audience is more likely to click through to the next step of the experience.