Digital Servicing Navigation Redesign
One of my first projects as a designer at Capital One was redesigning the navigation for our retail partner's private label credit card servicing websites.
My responsibility throughout the project was working with product managers and engineers to design a better navigation system so that customers may better complete tasks such as paying their balances and view information including their most recent activity, payment history and rewards balance.
The need to redesign the existing credit card servicing website came about from existing customer feedback and research conducted by our research team.
Customers had a hard time navigating the site because the existing navigation system, tabs, did not feel like tabs. In addition to the tabs not feeling like tabs, customers could not find their rewards balance, as well as their profile, settings or the sign-out button. These additional options were located within a tab labeled “more”.
These insights were cataloged in a document created by the research team.
Based on customer insights, I began sketching new navigation concepts.
I worked to eliminate the tab labeled “more” by creating an additional tab for rewards as well as eliminating irrelevant options within the “more” tab. All the other options could be found on other parts of the website including the header and the footer.
I presented new concepts to other designers in a series of critiques and presentations in order to apply different perspectives to the redesign.
From critique, I was able to create stronger concepts to present back to the engineering and product management teams. I received feedback and eventually created a finalized redesign.
The final navigation redesign was created as a result of collaboration from not only designers but also engineers and product managers.
The redesign included a user interface change in which the tab system was designed to feel more like tabs. The redesign also improves access to activities such as payments as well as other site pages including profile, settings and rewards.
The redesign matters because it creates a better experience for the customers of our retail partners while saving Capital One money by reducing paper and phone based payments.