Gesa CU Credit Card Application Flow

Approach

Modernizing inside the new brand. I rebuilt the application on the new brand system, applying consistent components, type hierarchy, and spacing so the apply flow finally felt like the same institution as the rest of the app. Beyond the visual layer, I restructured the flow itself, breaking a long, dense form into clear steps with visible progress so applicants always knew where they were and what came next.

Disclosures in context. Rather than stacking every disclosure at the finish line, I surfaced each set of terms at the decision it related to. Rates and fees appeared alongside the choice they affected, in plain language and a deliberate typographic treatment, so a first-time applicant could understand what they were agreeing to as they moved through the flow, not discover it in a block of text at the end.

Transparency as a principle. Every disclosure decision started from the same question: would a member feel informed here, or just notified? That framing kept the required legal content from becoming an afterthought and made clarity a feature.

How I'd measure it

I moved to a new role and handed this work off to my team before it launched, so I don't have post-launch metrics tied directly to my hands. What the redesign was built to move, and how I'd track it:

• Application completion rate, watched alongside comprehension rather than at its expense. A faster flow that leaves people unsure about their terms is not a win.

• Drop-off at disclosure steps, to confirm that surfacing terms in context informs people without scaring them out of the flow.

• Downstream signals of understanding: fewer "what's my APR" or "what did I agree to" support calls after approval, and healthier early-account behavior.

Scope and handoff

I led design end to end, from restructuring the flow through migrating it into the new brand system, then handed off to my team ahead of launch as I transitioned to a new role. The application shipped as part of Gesa's broader rebrand.