HD Phone Credit Apply
The business wanted to scale a credit flow that had never worked.
Role
Year
Timeline
Impact
Lead UX Designer
2025
8 weeks
35% usage
TL;DR・10-second version
**Due to confidentiality, some details and visuals have been omitted. Here are the key highlights.**
01
The Challenge
The business wanted to add the ProXtra card to the HD Phone credit link sender — a mobile tool that let store floor associates email customers a credit application link while they were still shopping, before checkout. The plan was to mirror the existing Consumer card experience and reuse the current Consumer email template for ProXtra.
Before designing anything new, I needed to understand whether the existing pattern was actually worth scaling. What I found changed the project entirely: the Consumer card experience they wanted to copy had never actually worked in the field.
02
What Was Actually Broken
When I visited the store and asked floor associates to walk me through the tool, none of them could access it. The app required a SecurID OTP they did not have. A store manager was able to open it on his HD Phone, which gave me a way to review the live experience directly.
Inbox Row: Why It Falls Short
Opened Email: Why It Falls Short
Prioritized Issue Analysis
Journey Failure Map
03
The Process
Using the store manager's access, I walked the full journey myself: the associate-facing HD Phone app, the customer inbox view, the opened email, and the linked application flow. That audit made the redesign criteria clear.
04
The Turning Point
I presented the findings to the business. Instead of adding a ProXtra template on top of a broken foundation, the team aligned around fixing the Consumer experience first — then building both card flows on a redesigned system.
05
The Solution
With the scope reframed, I redesigned the experience across the HD Phone interface and both customer-facing email flows. Because there was no dedicated product manager, I also coordinated across marketing, legal, Citi Bank, and Salesforce engineering to move the work forward.
HD Phone Interface — Before & After
Inbox Row — Before & After
Opened Email— Before & After
06
Impact
The redesign increased early associate adoption from 0% to 35% and enabled the launch of both Consumer and ProXtra card flows through a stronger, unified system.
07
Learnings
The biggest lesson was that the real opportunity was not adding another feature, but uncovering and fixing the broken foundation before it scaled.
