A credit card application, from first screen to submission

Overview

The unified credit card application is how new customers apply for an Emirates NBD credit card in the app. In one flow they choose a card, verify their identity, share their work and income details, and submit. I wrote and reviewed the English copy across the flow. The Arabic version is still to come.

Context

A credit card application asks a lot of someone who isn’t a customer yet: an Emirates ID, a selfie or UAE PASS, employment and income, tax residency, and agreement to the card’s terms. Each screen has to say what’s being asked and why, precisely enough for compliance and plainly enough that people keep going.

The status screens matter just as much. After each stage, the customer needs to know whether they’re finished or whether something is still waiting on them.

My role

• Wrote and refined the English copy across the application, from choosing a card to the final status screens.
• Reviewed screens against the Emirates NBD UX Writing Style Guide and fixed inconsistencies between them.
• Rewrote headings, helper text and status messages so similar screens are easy to tell apart.

The approach

Lead with what the customer needs to decide

On the card screens, the first things a customer sees are the card, the minimum salary and three short benefits. The offer screen then puts fees first, before the welcome offer and rewards, so there are no surprises when they accept.

Explain why before asking

When the app asks for an Emirates ID, it says why in one line: Emirates NBD will request your Emirates ID to open your account. Asking for personal documents goes more smoothly when the reason comes first.

Help people find themselves in the options

Each work status has a short line of examples, such as Business owner, investor, freelancer or influencer, so customers can pick the right one without guessing.

The status screen should answer one question: is there anything left for me to do?

Make it clear who acts next

Two status screens looked almost the same: one where the bank still needs something from the customer, and one confirming the application is submitted. Both sounded upbeat, so “Almost there…” could read as good news when the application was actually waiting on the customer. The revised heading says exactly what’s needed. The before and after is below.