Helping the #1 U.S. retailer redefine how customers access and manage credit
A major U.S. retailer wanted to modernize its financial experience and deepen engagement through mobile. Early research revealed a recurring theme: customers needed more adaptable credit options and clearer incentives. As the lead UX designer, I was responsible for validating this opportunity and shaping it into a tangible experience. I translated the concept into a mobile prototype that demonstrated how flexible credit lines, rewards, and repayment choices could create a differentiated value proposition.
Role
Lead Product Designer
Timeline
6 weeks
Team
BCG Case team
Strategy & Decisions
As the lead UX designer, my goal was to rapidly validate the concept while ensuring strategic alignment across the BCG case team and client stakeholders.
1. Translate research into a clear product opportunity
Synthesized interviews, surveys, and ideation outputs from the case team.
Identified three core user needs: flexibility, transparency, and incentives.
Defined the essential features required to test the concept’s value.
2. Establish user journeys across key personas
Mapped end-to-end flows for three distinct customer types, highlighting motivations, constraints, and edge cases.
Flagged legal, financial, and operational constraints early to ensure feasibility.
3. Prototype quickly to align cross-functional partners
Produced low-fidelity flows across all feature areas for rapid iteration with PLs, consultants, and SMEs.
Built a shared component library to accelerate high-fidelity execution.
Held recurring reviews to maintain alignment and incorporate cross-functional feedback.
4. Validate the concept with real customers
Conducted six targeted user interviews focusing on mobile shopping behavior and financial habits.
Evaluated onboarding clarity, trust signals, and repayment comprehension.
Identified usability blockers in the repayment, benefits, and trophy-earning flows.
5. Iterate toward a client-ready prototype
Refined flows and UI based on testing insights and stakeholder decisions.
Delivered a high-fidelity clickable prototype representing the full value proposition across all personas.
Results
Business impact: Provided the client with a validated concept and mobile experience that informed next-year product planning.
Team impact: Became a reference case for effective cross-functional collaboration between BCG design and consulting teams.
User impact: Confirmed strong customer appetite for flexible credit lines, rewards, and personalized repayment options.
