What we learned: We discovered that to create a great comparison tool the key is to demonstrate at least two products side-by-side. Based on our research, we concluded that there is no benefit in showing more than 3 or 4 products at one time—since if one needs to focus on more than 4 items, the task of retaining all pertinent information can become challenging. Therefore, there is higher risk of making the wrong selection.

UX Challenge

Another interesting discovery involved our user types. We learned that we can divide our users into two groups—represented by 'A' and 'B.' Users from group A are detailed-oriented—their decision making process involves researching their options fully before making a decision. They don't mind consuming lots of information in order to find their answer. This group also enjoys employing help of technology during their research. Users from group B are more likely to be overwhelmed by a plethora of options. They have an idea of what they want and seek options that are related to their preconception. They don't like to spend time on details; aiming to pick an option as fast as possible.

UX Solution

After getting to know our users, we came up with two solutions for each group in order to help them in their decision-making process. We used Credit Card Comparison Tool for group A–so they can see all the possible options and compare them. Credit Card Selector was employed for group B—wherein we narrow down their options by asking them few questions to understand what are they looking for, and presenting only the relevant options to them.

Research & Insights

• Maximize rewards: Users want to earn the most points or miles for their spending.

• Understand perks: Key travel benefits such as airport lounge access, no foreign transaction fees, travel insurance, etc., are essential.

• Minimize fees: Users are often price-conscious and want a card that offers high value without excessive fees.

Easy application: The process of applying for a card should be straightforward and quick.