Next Credit Application
Through data insights, collaboration and testing, we simplified our credit sign up journey and exceeded all expectations.
Impact at a Glance
Credit Sign-up
Increase
+7%
Auto Credit Limit
Acceptance
+3%
Drop-off
Reduction
-7%
Context & Problem
Recent compliance changes introduced an additional eligibility step for roughly 1 in 5 customers before they reached the NextPay credit application. While necessary, this added friction and contributed to increased drop-offs.
Around 15% of customers that were presented with an additional eligibility question, dropped out before progressing to the main credit sign-up page. However, when we looked closer at the funnel data we could see an even bigger issue.
All figures shown are illustrative only and do not represent real Next customer data, performance metrics, or internal reporting.
Business Goals
- Reduce drop-out across the credit application journey.
- Increase credit sign-up conversion.
- Increase automated credit limit sign-ups.
Customer Goals
- Reduce friction and cognitive load.
- Fewer clicks and clearer structure.
- A faster, more understandable journey.
Before vs After
The original experience split information, legal content, and the automated credit limit choice across multiple sections with competing priorities. The redesigned flow consolidates information, clarifies hierarchy, and positions the outcome and credit choice in a simpler, more reassuring way.
Design Approach
I led the UX strategy to reframe the flow on a single, simplified page that integrated eligibility, application and automated credit choices into one coherent narrative.
Key Design Principles
- Reduce cognitive load by simplifying copy and structure.
- Improve hierarchy: what matters most appears first.
- Minimise steps and unnecessary decisions at critical points.
- Align with the latest GEL 5.0 design system for consistency and scalability.
Explored Options
- Combine the automated credit limit step into the main application page.
- Reduce the number of fields and visual noise.
- Rewrite button and label copy to clarify intent.
Iterations
With each iteration, the design became simpler and more focused: fewer inputs, a clearer layout, and a more intuitive automated credit tray at the bottom of the page.
Stakeholder Alignment
I worked closely with Compliance, Credit Risk, Product, BA, PM, Development and QA to avoid late-stage blockers. I brought key decision-makers into the process early.
- Included Compliance and Credit Risk in early concept reviews.
- Presented prototypes to the Director and head of UX to early buy-in.
- Used data and test findings to justify simplification and layout changes.
Delivery & Results
The final experience was built using our new GEL 5.0 design system and delivered as a reusable sign up pack, making it simple to theme for future total platform clients.
Measured Outcomes
- +7% credit sign-up conversion vs previous flow.
- +3% automated credit limit acceptance.
- Drop-offs reduced by approximately 7% end-to-end.