CardFellow

User Experience DesignUser Interface DesignUX Consulting

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Context

One of the hardest tasks a business has to face when choosing a credit card payment system is understanding the costs associated to the processors. This difficult task requires breaking down concepts and numbers that are purposely hidden.

CardFellow is a ‘one in a kind’ product: it solves the problem mentioned above by offering a platform where businesses can compare and purchase offers from different credit card processors, under the same conditions.

The problem

CardFellow has gone through several re-designs in the 10 years since it’s been around. Throughout all these years, clients who have used the platform to hire credit card processors have left more than satisfied. So, knowing that the service and support offered by CardFellow is top of the line, Ben arrived at Toptal looking to improve the user interface. This would boost his business, making more people hire processors by using his platform.

Understanding the problem

Understanding the problem at hand was our priority. To do so, we used all the tools within our reach:

  1. We studied every aspect related to credit card processing with Ben: learning the business was key. And who better than him to show us how it works.
  2. We analyzed the product from the user’s perspective: we went through the entire platform to experience the different transactions.
  3. We used analytics to review behaviors. We studied Heatmaps, saw recordings of live sessions and went through the metrics.


A
nd we obtained amazing insights after analyzing all this information.

Highlights of the initial CardFellow analysis

We noticed an interesting fact when we organized and shared all this information with the client:

Less than 1% of the people that visit CardFellow can see the platform’s benefits, because you have to sign up to be able to do so. Therefore, is it the design or the registration process in itself that’s hindering growth?

This revelation changed everything. After studying the needs and behavior of the users, we felt that we had to rethink the way in which they navigated. This is what we proposed:

All hands on deck

We started working on high fidelity wireframes that mapped the user’s experience, keeping in mind these 3 objectives. This allowed us to reorganize the way in which the users interact with the different pages within the site, and test the content organization.

Once we received feedback, we were able to finish organizing the content and move on to the definition of the graphic interface. To this end, we put special emphasis in simplifying the styles used for forms and main flows.

Our experience

When we work on projects that pertain to very particular and complex industries, working as team with the client is crucial: their experience allows them to consider details and anticipate good or bad decisions. And, in turn, our experience in the development of digital products, enables us to assimilate and process all this knowledge and pose key questions that determine the course of action.

This is how we worked with the CardFellow crew: interacting in every step of the process to build a truly amazing product.