Credit Card | ganar.atomictang.com

Desktop and mobile devices running the onboarding page

The challenge: pandemic = closed offices = zero credit card sales

We need a way for people to obtain our credit card without visiting the local branch"

During the pandemic, Cencosud Scotiabank was facing a critical problem: all of their brick and mortar branches were closed, and they didn't have a 100% digital solution for clients to obtain a new credit card.

They needed a digital onboarding solution, fast, but also with high security and usability standards. The challenge was twofold: it was the first serious UX initiative for the company (a UX Design culture didn't exist) and also it needed to comply with strict financial norms.

Design Thinking in an Adverse Context

1. Empathize: Building Trust While Researching

Preliminary sketches for credit card interface — Preliminary sketches

Initial wireframes for user testing — Initial wireframing for first tests

User testing results with Maze heatmaps — User testing results showing interaction patterns

Heuristic analysis of competitive references — Heuristic comparison of the competition and other references

Trust First strategy

Quick research of local and international competitors
Testable wireframes of critical screens
Collaborative workshops with stakeholders

Structured Research

Module testing results with Maze heatmaps — Module testing (Maze heatmaps)

User preference surveys about card features — Preference surveys about card features

Moderated remote testing: 6 users on landing + key screens
Mass survey: 350 users to prioritize features
Module testing: 6 testers × 9 sub-flows
Internal pilot: 20 users from the organization.

2. Define: The UF Pricing Problem

The most critical insight emerged during testing: when prices appeared in UF (Unidad de Fomento), users abandoned.

Card sorting results from moderated user tests — Moderated user tests: card sorting

They didn't understand what that price meant and suspected hidden costs or "fine print".

3. Ideate: Modular "Train Car" Design

I designed the onboarding as independent modules:

Fast cars: pre-filled confirmation screens
Decision cars: steps requiring user input

This architecture allowed:

Phased development
Independent testing of each module
Reuse in other group products

4. Prototype: From Wireframe to MVP and beyond

MVP launched version of credit card onboarding — MVP launched

Card sorting + mass poll revealed that fees were the #1 decision factor, but showing them in UF generated distrust.

5. Test: Exhaustive Validation

Multi-device user testing results — Multi-device user testing: desktop and mobile trials

Module testing: Each of the 9 sub-flows tested
Multi-device: Different resolutions and operating systems
Internal pilot: 20 internal users before launch
Post-launch monitoring: Weekly Hotjar analysis + feedback

Results

+ 24%

completed registrations

only by showing the price in pesos along with the UF.

7 MIN

or less

from start to finish

ROADMAP

for integration

bringing further improvements for the group

2 STORES

will showcase the module

allowing clients to get the credit card from their shopping carts

Learnings

Relationships matter more than functionality: Building trust with the team gives you capital to propose ambitious changes.
Details can have massive impact: An apparently small change (UF to pesos) generated 24% more conversions.
Well-done MVP > perfect late solution: Better to launch something simple that works and iterate based on real data.
UX is a long game: The most important results come after multiple iterations.

Digital Credit Card Onboarding

A simple welcome to your new credit card