Fast Application Optimizations

Optimization #1:

The Challenge: 

Before the 2023 optimization, the FastApp flow asked users, "What do you do for work?" and instructed them to enter an occupation in the search field. CIBC wanted to revise this wording so that users wouldn't assume they need to be employed/have an occupation to apply for a credit card or deposit account.

The Solution: 

I updated the wording to be more inclusive of people who are not employed (students, retirees, stay-at-home parents, etc.). Instead of asking, "What do you do for work?", the FastApp flow now asks users for their employment status. And instead of instructing users to enter only an occupation in the search field, the flow now asks them to enter an occupation or life stage, such as student. 

Optimization #2:

The Challenge: 

Before the 2023 optimization, when users entered their occupation in the search field, there was no message instructing them to make a selection from the dropdown menu. Users sometimes neglected to make a selection, resulting in an error when they tried to submit their application. 

The Solution: 

To better guide users who are searching for their occupation or life stage, I wrote a dropdown message telling them, "Select the closest match from the following list." This new copy has the added benefit of clarifying to users that there's no risk in choosing an option that isn't an exact match for their occupation; choosing the closest match will suffice.

Optimization #3:

The Challenge: 

Before the 2023 optimization, users sometimes failed to select an option from the dropdown menu asking them for their living situation (i.e., do they own their home, rent, live with family, etc.). Missing living situation accounted for 8% of errors in FastApp. 

The Solution: 

To make the living situation dropdown more visible, I opted for a simple solution: adding a new heading directly above the dropdown label and menu that says, "What's your housing status?"