![Pearishbl Thumbnail.jpg](https://static.wixstatic.com/media/92eff3_494a9f797f374f4cb5d3f969cbb06dd4~mv2.jpg/v1/fill/w_463,h_284,al_c,q_80,usm_0.66_1.00_0.01,enc_avif,quality_auto/Pearishbl%20Thumbnail.jpg)
![BBVA EPL Perspective Mockup.jpg](https://static.wixstatic.com/media/92eff3_ece894e048a84b03ba8a69b09d0dddd3~mv2.jpg/v1/fill/w_463,h_348,al_c,q_80,usm_0.66_1.00_0.01,enc_avif,quality_auto/BBVA%20EPL%20Perspective%20Mockup.jpg)
BBVA Express Personal Loan
Loan Application
Express Personal Loan is a product offered on BBVA's leading website that offers customers a fast, easy way to obtain a cash loan quickly.
Work Performed
Micro Illustrations Design, UI/UX Design
Collaborators
Fei Hui, Datre White, Katie Goodrich,
Goal for the Project
Coming on to the project, we faced an issue with customers starting the loan application and exiting, at some point, without completing it. My team and I's goal was to identify and elevate this issue.
Drive Traffic & Reduce Customer Drop-off
![screencapture-bbvausa-2020-01-19-13_41_1](https://static.wixstatic.com/media/92eff3_53e93819a3b54eeca36bd1390ba4baad~mv2.png/v1/crop/x_0,y_0,w_3360,h_3632/fill/w_620,h_669,al_c,q_90,usm_0.66_1.00_0.01,enc_avif,quality_auto/screencapture-bbvausa-2020-01-19-13_41_1.png)
Drive Traffic
To drive traffic, we reworked the modal within the hero image on the homepage, aiming to achieve maximum exposure. Since a majority of BBVA's branding colors are a family of cool, blue tones, we unconventionally went with a bright red from the company's tertiary color pallet to treat the CTA button.
This change allowed the CTA button to stand out among all the other elements on the page and, although it also came with its fair share of scrutiny, we achieved our goals in the end. The amount of "clicks' had a measurable increase.
Information Upfront
We discovered through user testing that customers left the application after finding out information needed to determine whether or not the loan was right for them later in the application process.
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We fixed this issue by providing as much information about the loan and loan process on the EPL landing page; before the application starts.
![screencapture-bbvausa-loans-express-pers](https://static.wixstatic.com/media/92eff3_78065decbda84640b1f136ca470ac608~mv2.png/v1/crop/x_0,y_0,w_3360,h_7261/fill/w_620,h_1340,al_c,q_90,usm_0.66_1.00_0.01,enc_avif,quality_auto/screencapture-bbvausa-loans-express-pers.png)
![screencapture-online-bbvausa-apply-loan-](https://static.wixstatic.com/media/92eff3_4e134f4a4c344670b1a35b82df5ebf3e~mv2.png/v1/fill/w_617,h_1064,al_c,q_90,usm_0.66_1.00_0.01,enc_avif,quality_auto/screencapture-online-bbvausa-apply-loan-.png)
Downsizing
One of the most effective changes we made to decrease customer drop off was downsizing the form by omitting fields that were either unnecessary or repetitive.
We found that the application in its original state was too cumbersome and lengthy, and some customers would become uninterested in continuing.
Screen Sequence
1
2.1
2.2
3
4
5
![1 - PII.png](https://static.wixstatic.com/media/92eff3_ba79d381d85c4074ac1a1dfd65e465d2~mv2.png/v1/fill/w_460,h_649,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/1%20-%20PII.png)
![3 - eSignature.png](https://static.wixstatic.com/media/92eff3_c0463fe7c0b246589c25a2483186b083~mv2.png/v1/fill/w_450,h_350,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/3%20-%20eSignature.png)
![2 - Funding Selection.png](https://static.wixstatic.com/media/92eff3_653765b1342445da9825d0ed41d63293~mv2.png/v1/fill/w_460,h_320,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/2%20-%20Funding%20Selection.png)
![2.1 - Funding - Internal.png](https://static.wixstatic.com/media/92eff3_d4de9bf89d36415b933e9dd803a3cc5b~mv2.png/v1/fill/w_460,h_367,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/2_1%20-%20Funding%20-%20Internal.png)
![4 - Application Summary.png](https://static.wixstatic.com/media/92eff3_f6f2b8c1016b4d45bc53227fc9ecc693~mv2.png/v1/fill/w_460,h_253,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/4%20-%20Application%20Summary.png)
![5 - Onboarding.png](https://static.wixstatic.com/media/92eff3_065bee0cd424425ebf4e7081a6613ed4~mv2.png/v1/fill/w_459,h_253,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/5%20-%20Onboarding.png)