Building an AI powered Ad Tool

The Project

Create a first-in-class B2B experience that enables external partners to independently launch and manage advertising campaigns, while initially empowering Fetch’s sales team with a faster, more efficient way to sell and manage the product.

Responsibilities

  • Design Team Director

  • Experience Lead

  • Branding Visuals Collaboration

  • Research

Goal

Enable external partners to independently launch and manage Ad campaigns.

What are we solving?

Create a simpler, faster way for brands and partners to launch and manage advertising campaigns on Fetch, while reducing the manual effort required from Fetch’s sales team.

Who is this for?

Today: Fetch’s internal sales team, who need efficient tools to sell, configure, and manage advertising campaigns.
Tomorrow: External brand and agency partners who will independently create, manage, and optimize their campaigns through a self-service experience.

Process

  • Empathize and Research

    Learn about traditional and secured credit cards. Why can’t we pay off balances?

  • Analyze Market

    What possible solutions exist, and where do we fit within those markets and boundaries?

  • Design and IDeation

    What does good look like for us? How do we deliver a best in class experience to our customers. Blue Sky iterations.

  • Deliver MVP

    Work together with Product Management and Engineering to define solutions and paths to a slimmed down end to end launch version of credit card UI.

Research Highlights

What we learned upfront before designing

Current Tools and Jobs to Be Done

Customers commonly noted they had a tough time repaying credit card balances in the past. Though they know interest accrues and this impacts your credit score, other bills came up.

90% of non borrowers have had a credit card in the past

  • 29% had a Capital One card in the past

  • 12% had American Express cards

  • 9% had Discover card

Struggles and Challenges

A lot of customer debts were unexpected. Medical bills and Divorce are the most common disruptors for the customer’s credit journey.

Customers have had credit impacted by Medical bills, divorce, and having ‘no credit’. Positive past experiences were commonly linked to credit limit increases.

Design Workflows

Introduced AI-enabled, cloud-based workflows and a customized ShadCN design system to move from concept to high-fidelity design significantly faster.

62% of customers ranked the experience 10/10, with no rankings below 8/10

Customer Survey

“Better than almost any credit card application I’ve ever used.”

Features and Solutions

A signup and dashboard experience to promote on-time payments

 

Themes

  • This will be the only credit card you’ve ever been able to pay off

  • Payment works differently - Sign up knowing payment is handled by your paycheck. Required recurring payments on signup and beyond

  • No credit check means you can access this product and you qualify for it

  • Credit building will happen, we handle it for you

User Stories

  • I want to be able to pay over time anywhere, for any purchase

  • I want to signup and get my card fast

  • I want to know how much I can spend and where I can use the card

  • I want to have affordable and consistent payments that automatically draft for me

  • I want to know how this impacts my credit score

Prioritizing features

Using card sorting and theme workshopping to decide what user stories were most critical to accomplishing payment behavior changes.

Design Iterations

Prototype Findings

Positive rankings on signup flow experience and look and feel

Customer quotes

“Better than almost any credit card application I’ve ever used.”

“Awesome job guys can’t wait to apply”

“It seemed very user friendly. I would say it was very well put together”

Survey Feedback

Why would you sign up for this card?

‘No Credit Check’’ is a clear winner in motivators

  • ‘$500 Credit Limit’ and ‘10 monthly subscription’ are not compelling, but the low monthly fee is not seen as a detractor, just an insignificant detail

  • Common theme is the $500 is not enough

  • Credit limit increases are by far the highest valued item in ‘what did you like about your past credit card’

Next Steps and Learnings

Takeaways

Not all credit card functionality is necessary in a UI beyond transaction history

Showing progress and motivating towards next steps is more important to the product and behavior than other credit card features

Users will do their best to pay off debts, but they have a set amount of budget for credit payments

Past payment doesn’t predict future payment

Users preferred a premium looking product to that of an educational or playful aesthetic