Background

Launching new credit card products has been more expensive and taken longer than usual compared to industry standards. This suggests that there are key issues that need to be tackle in order to improve our efficiency. Prospective information collection is drawn out, and the goal is to accomplish a 6 of less field per demographic data collection. Many of the business partner channels have their own unique/multiple data collection processes spanning 9 major entry points.

First off, we needed to understand the current state of the business partner's channel specific portals. Each of the business partners have their unique standard operating procedures(SOP) and compliance policies to meet regulatory requirements. This current operating model resulted in a fragmented experience with distributed content and products in multiple places.

Current state system integrations

Approach

The main challenge is to centralize content exposure for internal and external platform technology partners as part of the journey, as well as unified credit card acquision solution to provide a single point of entry to deliver a frictionless customer centric experience. To tackle this, we started from the basics of what it means to be a banker, customer services, and customer/prospect. We needed to understand the overall customer journey and how the customer interacts and designed a workflow that would enable the bankers to operated in the most simplified manner. The interitive design process highlighted areas where careful thought curated the integration of 4 new card products with a blend of channel specific data capture and consent processes to satify numerious business partners at once.

Across the board, the updates focused on improving efficiency and simplification of the data collection proceses. New curated module created allowed for a single stop digital brochure experience for our engineering team to work quickly, and offer flexibility to support all the business partners. Combined with refinements to the data collection processes, the result is a new experience that is more relevant, timely, and visually compelling.

Digital Brochure experience

Card Application experience

Impact

Post launch, our analytics team tracked how the OMNI channel experienced affected our core metrics. The results showed a significant increase in the overall credit card application usage and approval completions.

Statistics are based on recent numnbers from 2025 Q1.