Dell Financial Services Application

The application was obviously old. It had secondary navigation within a larger checkout process, making it look lengthy. The Canadian and US versions were totally different (and not in a legally required way), depending on country/path some were full-bleed and information was spacious on larger monitors, the Card Art (the DFS logo that mimics a credit card) was inconsistent if even present , there were unnecessary fields like fax numbers that added to congestion...even the tab order was not intuitive. And it was not responsive.

We discovered that users hesitated at multiple application screens, unclear what they were signing up for, and unclear about the next steps.

I designed a progressive, chunked style of application. This reduced the application from five pages to one.

There was also the issue of pre-qualifcation, which often stopped applicants and frustrated them. I wove it in as the first, information-lite step (SSN optional, no details on income required at this point) to limit the number of fields. If they needed more context, panels could slide out (on desktop, modals on mobile) and they found it easier and quickly got to their offer/terms.

This gave them confidence without filling out too many fields, and now that they were pre-qualified they could go shop the site and finish the last  step when they found something they wanted to purchase today.