cashplus prepaid card application form re-design

the brief

Cashplus are Europe's leading prepaid card provider with over £250 million loaded onto their cards. The majority of these cards are sold via an online application form. The brief was simply to re-design the application form to decrease the dropout rate and generate an uplift in card applications.

the work

It was imperative that I first determined the strengths and weaknesses of the original form, a review of the analytics revealed several hot points within the form that triggered users to abort their application, while these points represented the major cause for application termination, poor usability and a dubious design that made applicants question the forms credibility also contributed to decline.

Once the strengths and weaknesses had been determined, new functionality that had the potential to increase revenue was researched. These functions were then prioritized according to their potential value and development effort. I then formalised a development strategy based on the findings and managed the build.

The build was primarily focused on maximizing the cashplus conversion rate. This was achieved by employing techniques that encouraged profitable behaviour from users as they interacted with the form. A secondary focus was providing a contemporary and on-brand interface that instilled trust in the user.

the results

The new design produced a large increase in applications. The project was delivered on time, within budget and it boasted a modern design that complimented brand guidelines. The customer experience was vastly improved with interactive user assistance, a faster journey, a reduction of 13 pages to 3 and a platform that could support future functionality with minimal development. The project was so successful that skinned iterations were rolled out to the core prepaid brands, which witnessed similar victories.

who are cashplus

Cashplus are Europe's leading prepaid card provider, existing in one of Europe's fastest growing financial markets. Prepaid cards are similar to credit cards, but instead of taking out credit the customer tops up it up with their own money. The cashplus card is issued by APS who issue a variety of prepaid cards into a range of markets, all of which are serviced by the same application form.