Problem Definition
220,00
Cards returned
$5.79
Cost per returned card
High
Support call volume
Credit Karma Money
How strategic UX interventions reduced failed deliveries and support calls
Debit Card Reorder Experience
Overview
Our debit card re-order process had a costly flaw: 221,000 cards were being returned annually due to outdated mailing addresses. Each return cost the business $5.79 and generated significant support volume. I led a complete redesign to solve this.
Role:
Senior Product Designer — led UX strategy, visual design, and execution
Timeline:
6 Weeks
Business Challenge
The debit card re-order process was generating substantial operational costs and customer service burden. Nearly a quarter-million cards were being returned to sender annually, each costing $5.79 and creating additional support touch points.
User Problem
Journey mapping and support call analysis revealed customers were confused about card status, delivery addresses, and next steps. Users often didn't realize a card had been ordered or sent to an incorrect address, leading to frustration and repeated contact with support.
Project Goals
- Reduce returned cards by improving address verification accuracy
- Decrease customer support call volume through clearer communication
- Increase completion rates by simplifying the user experience
Key Metrics
- Increased funnel completion rates
- Reduced returned card incidents
- Member support call volume reduction
Approach & Execution
Research & Discovery
I conducted a comprehensive journey audit that uncovered redundant screens, UX inconsistencies, and confusing option hierarchies. Through Member Support call log analysis, I identified recurring themes around unclear status communication and address confusion. This research revealed that users needed better guidance throughout the process and clearer confirmation of their delivery details.
Strategic Decisions
The most critical decision I made was to introduce intentional friction through mandatory address confirmation. While this added a step to the flow, user research and support data indicated that this verification moment would dramatically reduce downstream issues. I also decided to unify all entry points into a single, consistent experience rather than maintaining separate flows for different scenarios.
Design Solutions
I developed a comprehensive redesign that addressed each identified pain point through strategic UX interventions:
- Unified Entry Points- consolidated multiple entry paths into a single, consistent flow that maintained context regardless of how users initiated the card re-order process.
- Simplified Reason Selection- replaced overwhelming dropdown menus with intuitive choice chips grouped by user intent, making selection faster and more accurate.
- Mandatory Address Verification- introduced a required confirmation step where users must verify or update their mailing address before card shipment.
- Enhanced Communication- provide users with better guidance throughout the process and clearer confirmation of their delivery details
Key Design Examples
Unified Entry Points
All the multiple entry paths were consolidated into a single flow, directing users to a centralized address confirmation screen.
Reason Selection
Before:
Long list with confusing options that overwhelmed users. Unclear rows are tappable.
After:
Clean, visually distinct choice chips grouped by user intent. Options were rewritten to match user language and reduce cognitive load during selection.
Address Verification
Before:
Static list of previous addresses with no verification requirement. Users could accidentally select outdated addresses or skip this step entirely.
After:
Required confirmation step where users must actively verify or edit their mailing address. Clear visual hierarchy and updated CTA copy guide users through this critical decision point.
Final Designs
Outcomes & Impact
We conducted a 6-week A/B test from October 17 to December 9, exposing 50% of traffic to the redesigned experience. The experiment tracked funnel progression metrics and customer support call volume to measure both user experience improvements and business impact.
Business Impact
Within six weeks of launch, the redesigned card re-order experience achieved significant improvements across all measured metrics:
+6.97%
Users started the re-order flow
+31.13%
Users reached address confirmation
+14.33%
Users completed the entire flow
-1.4%
Support call volume
User Impact
The mandatory address verification step, while adding friction, resulted in more accurate deliveries and increased user confidence in the system.
Key Learnings
- Strategic friction, when intentional and well-designed, improves accuracy and reduces downstream problems
- Clear UX copy and immediate feedback significantly reduce user confusion and support burden
- Data-driven design decisions create more compelling arguments for stakeholder buy-in
- Aligned definitions between design and development enabled smoother collaboration and faster implementation
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