The Mission
| Credit Card Ordering Process
Our mission is to transform Bank Hapoalim’s mobile credit card ordering into a seamless, customer centric journey
Key pain points in Bank Hapoalim’s mobile credit card onboarding process
Low percentage of users joining a digital wallet
Difficulty distinguishing between cards and choosing from a large selection
A long and complex process with many steps
Research
| Review of the existing flow
Hidden Onboarding process details No timeline or requirements
Identical-looking Card Selection options No personalization
Fixed Billing Dates
No Financial Guidance
Complicated Delivery Issues Approval Issues, Strict Methods
Global UX Inspiration
N26
Monzo
Revolut
Starlink
Research
| Mockups & A/B testing
>
personalization approach
Option C
Option A
Option B
Using Bank Hapoalim’s Design System
The redesign followed Bank Hapoalim’s design system to ensure consistency, speed up prototyping, and maintain a cohesive user experience. Components were adapted as needed for the onboarding flow.
Proposed Solution
| New Flow
| Selected Screens / zoom in
Tags Screen – Shifting User Decision-Making
Instead of immediately presenting credit card options, the tags screen reframes the experience by guiding users to select their interests first. This shifts the decision-making process from product-first to user-first, allowing the bank to offer personalized card recommendations based on individual preferences.
Card Selection Screen – Clearer Visual Hierarchy and Emotional Connection
In this screen, the UI was redesigned to create a more visual and intuitive experience. Each card is presented with imagery tied to the user's selected interests, helping them emotionally connect with their choice. At the same time, a clear visual hierarchy highlights the key differences and benefits of each card, supporting more informed decision-making.
Transaction Date Selection – Personalized Financial Guidance
By leveraging the user’s financial data, the platform offers smart guidance to help choose the most optimal transaction date. This support empowers users to make informed decisions that align with their cash flow and financial habits.
Digital Wallet Integration – Prioritizing Digital Over Physical
The user journey was restructured to allow immediate addition of the new credit card to a digital wallet before selecting a shipping method. This shift prioritizes digital usage, enabling faster access and encouraging a seamless, contactless payment experience.
Completion Screen – A Clear and Positive Finish
To wrap up the process, a final screen with an emotional visual was added to clearly signal the end of the onboarding journey. This reinforces a sense of accomplishment and provides closure, enhancing the overall user experience.
