Capital One
Business Deals
UX/UI Design | Research | Redesign
Capital One Business Deals serves over 2.5 million members for their business expenses. Their purpose is to provide big discounts that range from transportation, office furniture, accounting tools and more. They hope to be a resource for all entrepreneurs at any stage of their business growth and continue to be lending a hand.
My role as a UX Designer contractor focused on conducting user interviews and usability testing to redesign their deals page. I also collaborated with their engineering team during design reviews to walk through changes and make sure designs are polished.
TECHNOLOGY
Figma & UserTesting
DURATION
1 year (2022-2023)
TEAM
Myself, Lead UX Designer, and
Engineering team
PROBLEM
How can we improve deal discoverability on the deals page?
Our team was interested in discovering how small business owners navigate Capital One Business Deals and what features they leverage for deal discoverability.
USER RESEARCH
We leveraged UserTesting.com to find 25 small business owners to meet for user interviews and conduct usability tests.
USER DEMOGRAPHICS
Age: 30-50 years old
Salary: 40k+
Role: Owner, Manager, or Director
Company size: <10
METHODS
5 User Interviews
10 Desktop Usability Tests
10 Mobile Usability Tests
USER INTERVIEWS
After our interviews, we learned valuable insights about our product that would improve deal discoverability experience on Capital One Business Deals.
This led us to understand that users want to see more filter options on the deals page and make the search bar accessible to everyone who quickly needs to find deals for their specific needs.
KEY TAKEAWAYS
Leveraged the deals page to find deals at a larger scale
Categories pages were unhelpful
Filters on the deals page was valuable to narrowing their search
Search was unavailable for non-members and creates an obstacle
for finding specific deals
DESIGNS
During user interviews, our participants expressed their pains points about the deals page. We created a few design variants of the deals page, and immediately started prototyping for usability testing.
We shared this deals page during user interviews, and this was the previous version before our redesign.
USABILITY TESTING
We conducted ten mobile and ten desktop usability tests to observe if small business owners leveraged the filters and search features to find deals easier and faster.
The search bar was only available to Capital One Business Deal members. We created a prototype that would allow our users to engage with the search bar and prove that the search bar would be highly valuable for the mobile experience.
WHAT SMALL BUSINESS OWNERS ARE SAYING
“I don’t like Scrolling.”
“The filters stand our just because I appreciate them, they’re helpful.”
“[Search Bar] If I’m going to this website, looking for a specific deal, having it all right at the top is very nice.”
SOLUTION
Our desktop users preferred browsing the deals page, so they needed advanced filters to help narrow their search from a large scale. Our mobile users were not interested in browsing and needed fast results, so the exposed search bar was a necessary solution. The search bar needed to be accessible, and be an “exposed” state to encourage users to find deals for their specific needs.
This was the finalized design that performed the best during usability testing.
REFLECTION
We landed on only having categories and branding as the filters, but in the future we plan to add more filtering options as the platform continues to grow. Our largest group of visitors that land on our site are mobile users, and advocating to allow the search bar to be accessible to everyone, was a huge win for higher engagement and deal discoverability.
I love any opportunity to conduct user interviews and this project allowed me to build close relationships with Capital One Business Deals members, which we did not have before I joined this team in 2021. I noticed a gap in our user research that needed to be called out - how can we continuously improve the current experience, if we aren’t interviewing small business owners who are actively using the product?
Moving forward, my goal was to begin creating a list of contacts that we could consistently meet with for user research. I was able to leverage UserTesting.com by messaging over 100 previous usability test takers, to ask if they had become Capital One Business Deals member after taking our test. I found a remarkable amount of people had joined as a member after taking our tests, thus I found our new pool of users that fulfilled our new demographic: small business owners and a Capital One Business Deals member.
This was a personal win for me, because prior to my involvement on this project, the PM’s had failed to interview Capital One Business Deals members for case studies about user re-engagement and retention due to interview absences. The key to my success was due to finding people that were already familiar with the product, recognized my name, and they were already incentivized to be interviewed before we reached out.
After this project, I was excited to interview our newfound members for further research on user re-engagement, potential new features to test, and bring more ideas to the table.
Check out Capital One Business Deals and use the filters and search bar for yourself :)