Recognizing that its paper-based credit card application was cumbersome, error-prone, and often time consuming, TD Credit Card’s Engagement & Retention team wanted to streamline the VISA application process.
An initial attempt to use their webform on iPads in the Buffalo International Airport was unsuccessful. In search of a better solution, TD came to us to research and design a tailor-made iPad application process to increase engagement at their Kiosk.
Working closely with TD’s product managers, we began with on-site research & observation at the Buffalo airport.
This included observing the timing and flow of the paper-based application process at the kiosk and conducting one-on-one interviews with kiosk representatives.
“It was a pleasure working with the Pivot team. We have seen a material lift in the number of Canadian applications since introducing the iPads at the Buffalo Airport in March.”
Stephanie Greenspan, Assistant Product Manager
Engagement & Retention, TD Credit Cards
Our design strategy went beyond the iPad app’s functionality and included improving the user experience for customers, kiosk representatives, and TD admin personnel. Simple hardware additions such as a dedicated Wi-Fi network, an in-kiosk Wi-Fi printer and external iPad keyboards were three such recommendations that were implemented in the design solution.
Using a collaborative and iterative approach, we worked with TD to develop a wireframe and workflow that satisfied the legal requirements of the app.
Throughout the process, we considered the contextual distractions at the airport, and designed the iPad-specific app accordingly.
TD product managers helped to test and give feedback about the app’s functionality, and ultimately the app design went through an approval process by TD’s legal, privacy, security and marketing teams.
We were onsite for training, installation and app launch at the kiosk and provided onsite support on the launch day to ensure that the patron experience was executed as designed.
TD reported an immediate increase in completed credit card applications from the kiosk. After just two months, the monthly applications doubled.
The design solution also reduced the application process from as long as 20 minutes with the paper format to as little as five minutes with the iPad app.
Our design was successful because more than just improving the visual design, we created a better user experience by designing for users in a specific context of use: an airport setting.
TD Credit Card’s Engagement & Retention team has since re-hired Pivot to research and design a similar iPad kiosk user experience for multiple consecutive years at the annual Canadian National Autoshow.