Gesa Lending Flow
Date
2021
Role
End-to-end, Senior Designer
Team
Acquisition
Overview
Gesa merged with a Seattle credit union and rebranded from the ground up. With the rebrand came a growth goal: more products per household. Gesa wanted members holding a checking account and a car loan and a credit card, not just one of them. Relationship pricing was the lever. Bank more with Gesa, borrow cheaper.
The mobile lending applications hadn't caught up. Credit card, auto, and personal loan flows still sat in the old visual system and read like a different company. Drop-off was high.
Approach
I rebuilt the mobile credit card application on the new brand, and used it to explore how relationship pricing could show up where members were actually deciding.
I started with research. Working with an outside agency and Gesa's analysts, I looked at where people quit. Abandonment was high across lending. Mobile was the preferred surface and the worst performing. And the longer an application took, the more likely someone left.
So I cut the flow down. Shorter screens, grouped steps, a progress bar with time remaining, ID capture to pre-fill member info, a sticky save button, and a checklist up front of what to have ready.
Results
Early testing with members was positive. I handed off the measurement plan: heatmapping to see where members hesitated, drop-off tracking against the old flow, then CTA testing.
