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Design Research Leads to Better Customer Acquisition

At time-sensitive kiosk locations, TD was struggling with their credit card acquisitions because of issues with a manual, paper-based system to gather sign-ups. Pivot was challenged with the task of improving the user experience and increasing the number of acquisitions.

Challenge

TD Visa wanted to increase their success with acquisitions at the Buffalo International Airport. Their kiosk was situated in a prime location at the terminal however their paper form was lengthy and when they attempted to load the paper form from the TD Visa website on a laptop, it was difficult to complete due to connectivity issues at the airport. With the intent to digitize and leverage the iPad as the form factor, TD Visa challenged Pivot with designing the best digital user experience for the context.

The original paper acquisition form took customers 10-20 minutes to complete and information had to be manually keyed in by TD staff later.

Solution

Prior to design, Pivot underwent a rapid field research assessment to observe and understand the environment at the kiosk location at the Buffalo International Airport. We successfully designed and launched TD’s first iPad app for use in a location-specific kiosk environment.

We redesigned the content flow of the application form. We segmented information into shorter chunks of content, added clear and concise headers for each section, and designed an intuitive progress bar to help users understand where they were and how much farther they needed to go in the flow of the form.

Pivot designed an intuitive progress bar to help users understand where they were and how much farther they needed to go in the form.
The TD Visa Kiosk environment at Buffalo International Airport.

Special consideration was also given to the ergonomics of the kiosk counter height. With usability testing we determined that the iPads needed to be mounted with privacy screens to ensure customer privacy and with keyboards to increase the usability of the touchscreens at the kiosk.We successfully designed a new digital workflow that satisfied the tight legal requirements of the credit card acquisition process. We also worked with on-location partners problem solve the wifi constraints at the airport.

Impact

The original paper acquisition form took customers 10-20 minutes to complete while Pivot's new iPad app allowed people to complete the form in just 2-5 minutes. Pivot's design solution focused on ease of use, ergonomics, and better presentation of information. TD reported an immediate increase in completed credit card applications with Pivot's newly digitized solution — the number of completed applications more than doubled in a timeframe of just one month.

The success of the pilot prompted the TD team to engage with Pivot again and again over many years to design and implement the Visa app for multiple kiosks in many environments across Canada: Airports, Malls, and AutoShows.

It was a pleasure working with the Pivot team. The team did a fantastic job (as expected) throughout the entire planning, development and testing process. There has been a lot of positive feedback on the application internally from executives and business partners as it will increase the customer experience for onsite acquisition.”

— Product Manager, Digital Acquisition, TD Credit Cards