Credit Applications for Amazon & others
NewDay • Fintech • Brand partnerships credit application pages and forms • 2018-2021
Designing frictionless credit applications for Amazon and major retailers credit cards—processing millions of applications annually
CONTEXTI joined NewDay, a fintech company powering credit card programs for major retailers as well as their own. Working with product managers, engineering teams, compliance specialists, and partner stakeholders, I led the design of credit card application flows that would process millions of applications annually while maintaining strict regulatory compliance.
This wasn't just designing forms—it was balancing conversion optimization with FCA (Financial Conduct Authority) regulatory requirements, partner brand guidelines, and responsible lending practices. The ongoing work required designing applications that were frictionless enough to drive conversions while transparent enough to meet legal obligations and protect vulnerable customers.
Challenge
How do you design credit applications that maximize conversions while meeting strict regulatory requirements and protecting customers?
The problem: credit card applications are inherently complex—regulatory disclosures are mandatory, eligibility checks are required, and the process involves sensitive financial information. But users expect Amazon-level simplicity. Drop-off rates were high, partners wanted better conversion, and we needed to balance business goals with regulatory compliance and customer protection.
Understanding User Constraints and Regulatory Requirements
I worked closely with the compliance team to understand FCA requirements, then analysed user research and dropout data to identify friction points.
The insight: regulatory content doesn't have to feel punitive. Clear, well-timed disclosure builds trust rather than creating friction when designed thoughtfully.
Research and Testing
I conducted user research to understand pain points and tested variations of forms, language, and flow to optimize both conversion and comprehension.
Cross-functional Collaboration
I worked closely with partner brands like Amazon and AO to align applications with their design systems while maintaining NewDay's regulatory requirements and brand consistency.
Iterative Optimisation
I continuously tested and refined based on real application data, working with the data team to identify dropout patterns and improvement opportunities.
KEY INSIGHTS
The Breakthrough: Regulatory compliance and conversion optimization aren't opposed—they're complementary. Clear, well-designed disclosure builds trust, which drives conversion. The key is designing regulations to feel like helpful guidance rather than legal barriers.
What made this challenging: Every word in the application required legal approval. Changes meant navigating FCA requirements, partner brand guidelines, and internal compliance teams. I couldn't just optimize freely—I had to build trust with compliance stakeholders that design improvements could serve both business and regulatory goals.
Solution
I delivered conversion-optimized credit application journeys that processed millions of applications while maintaining full regulatory compliance and customer protection.
What I delivered:
Multi-Step Progress Indicators:
• Clear journey mapping showing where users were in the process
• Reduced perceived complexity by breaking into digestible steps
• Progress saved automatically to enable return later
Conversion-Optimised Forms:
• Smart field ordering based on dropout analysis
• Contextual validation with helpful error messaging
• Pre-filled information where possible to reduce friction
• Mobile-optimised for device-appropriate experiences
Regulatory Balance:
• FCA-compliant disclosure designed for comprehension
• Timing of regulatory content optimized for trust-building
• Clear, accessible language that met legal requirements
• Vulnerability warnings designed with empathy
Partnership Design Patterns:
• Flexible design system accommodating multiple partner brands
• Consistent conversion patterns underneath brand variations
• Templates for future retail partnerships
Quantified Results:
Increased conversion at key dropout points through iterative optimisation
Maintained 100% FCA compliance while improving user experience
Reduced application dropout rates through progressive disclosure and clear guidance
Scalable design patterns enabled rapid deployment for new retail partnerships
Business Impact:
Enabled successful partnerships with Amazon, AO, Argos, and other major retailers
Created reusable application patterns that accelerated new partner onboarding
Balanced business conversion goals with regulatory compliance and customer protection
Established design foundation for NewDay's continued growth in retail finance
User Impact:
Faster, clearer application process reduced user frustration
Better error messaging helped users complete applications successfully
Transparent disclosure built trust in the lending process
Accessible design served diverse customer needs