Card Level Self-Management
Team
C6 Human Experience
Product
Mobile App
Project type
New feature
Role
Senior Product Designer
⚠️
Problem
Although the credit card upgrade offer was available to eligible customers, it was not exposed in the app — it was restricted to consultants reaching out — and there was no downgrade option. To expand customer autonomy and visibility, a level-management feature was designed directly into the app.
🎯
Objectives
- ○ Expand customer autonomy in managing their card
- ○ Increase upgrade conversion by making the offer more visible and accessible
- ○ Reduce dependency on human support
- ○ Optimize operational costs
🔍
Process
- ○ Reducing friction in journeys that depend on support
- ○ Standardizing the product-management experience within the app
- ○ Aligning with self-service models already established in the market
- ○ Clarity of eligibility
- ○ Simplicity in decision-making
- ○ Integrating the feature into the card's context of use
The initiative started by identifying opportunities in:
Hypotheses were explored focusing on:
✅
Solution
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A card-level management feature was designed directly into the app, integrated with the cards area, allowing customers to:
- ○ View upgrade eligibility
- ○ Downgrade autonomously
- ○ Follow a standardized level-management journey
- ○ Rely less on assisted channels
- The solution prioritized a clear, direct, and contextual experience, making it easier for the customer to decide.
📊
Results
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The feature was successfully implemented, generating positive impacts such as:
- ○ Reduction in related support tickets
- ○ Increase in upgrade adoption
- ○ Gains in operational efficiency, freeing up consultants' time for more strategic activities
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Learnings
- ○ Well-structured self-service features generate a direct impact on experience and operational efficiency
- ○ Giving users control tends to increase engagement and adoption
- ○ Reducing dependency on assisted channels is a relevant scaling lever for digital products