As part of Capital One's partnership with Cabela's, I worked with a team of product and technology partners to build an instant issuance credit card application experience within the context of online shopping. This experience gives customers the ability to apply for a Cabela’s credit card while completing an online transaction. Once approved, customers can use the instant issued credit card for the same online transaction. 

Existing Experience Map

Existing Customer Experience

The existing instant issuance credit card application is disconnected from the online shopping experience. The customer is brought to a separate page in order to complete the application. Once completed and given a decision, the customer is sent back to the Cabela's website page they left prior to completing the application. This existing experience left customers feeling confused, and at times frustrated when their credit card was not instantly issued. This meant the customer could not use the card to complete their transaction.

Concept Storyboard


Redesigned Experience Map

Concept Development

Unlike the existing customer experience, the redesign would require additional functionality that allowed an approved customer to set up a Capital One account to service their instantly issued credit card. The experience would also need to support situations where customers needed to provide additional information in the event of fraud, or a soft approval.

Redesigning the instant issuance credit card application required collaboration with technology partners to understand the systems needed to support the new experience. To make the application feel less disconnected from the online shopping experience, we decided to make the application an overlay above the Cabela's website. This gives customers the sense that they have not left their shopping cart while completing the credit card application.

Final High-Fidelity Experience Map

Final Customer Experience

The redesigned instant issuance credit card application allows a customer to return to where they left off in their online shopping experience. When an approved customer goes to checkout, their new credit card will be available to use for their current transaction. This allows for a more cohesive customer experience, while also generating value for both Cabela’s and Capital One.