Amanda Wondergem | Visual Designer

🧐 The problem

Borrowell, a web and mobile app, helps Canadians achieve financial wellness with free credit scores, reports and personalized products.

The introduction of multiple payment plan options adds complexity to the Rent Advantage product, which may impact user decision-making and conversion rates. If users do not immediately grasp the benefits of each option, they may abandon the flow rather than complete their selection.

🔎 Research

User research was recently conducted. The team and I started brainstorming solutions to address the issues raised. We are in the process of determining next steps regarding A/B tests to run.

Problem: Users are confused about whether their circumstances qualify for the product (ie. Renting with roommates).

Opportunity: Add a "Who is eligible?" link in the hero section and link to a popup or FAQs.

Problem: Users are confused about the difference between the plan options.

Opportunity: Test plan names. Clarify tags and copy in pricing cards.

🚀 Design approach

Identified product clarity issues on the previous landing page with the PM.

I implemented these to increase clarity:

Showcased data at the top to highlight credit-building benefits.
Added an example of potential mortgage interest savings with a higher credit score.
Clarified that no landlord involvement or credit check is required.
Highlighted the 5 minute sign-up time to manage time commitment expectations.
Designed updates targeting Millennials, Gen Z and individuals rebuilding credit, emphasizing quick, transparent and straightforward solutions.

Biggest drop-offs are seen at top of the funnel

🚧 Overcoming challenges

Received feedback from PM and business team to display all pricing cards on the same screen for mobile users.
Conducted a competitive analysis to explore various layout options: Stacked, swipeable and tabbed cards.
Focused on optimizing the design for mobile, ensuring clarity and ease of navigation.
Prioritized providing a seamless user experience across devices based on the feedback received.

Redefining mobile pricing: Stacked, swipeable, or tabbed?

📊 Iterating

Following recent user research, the team and I are brainstorming solutions to address key user pain points. We are now in the process of planning A/B tests to validate these ideas and refine the user experience.

User confusion about eligibility: Users expressed uncertainty about whether their circumstances (e.g., renting with roommates) qualify for the product. We plan to test the addition of a "Who is eligible?" link in the hero section, directing users to a popup or FAQ to clarify eligibility.
User confusion about plan options: Users also struggled to differentiate between plan options. To address this, we’ll test different plan names and refine the tags and copy in the pricing cards to enhance clarity and help users make more informed choices.

These iterations aim to improve the user experience by making the information more accessible and transparent.

Stagnant adoption. What's next?

🎯 Impact

23%

Of users show intent

‍By clicking a CTA button

11%

Conversion rate (same as the control)

User research was conducted to inform next steps

💡 Key takeaways

Focusing on both user education and seamless product sales ensures that the user journey supports both engagement and conversion, while staying aligned with business objectives.

Documenting design decisions helps articulate rationales to stakeholders and ensures clarity on the trade-offs made in previous iterations.

While user testing may come after launch, reflecting on the reasons behind design choices helps ensure a well-informed approach and provides insights for future adjustments.

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