Opening a business account online
Rebuilt the small business account application as a short, saveable flow, raising completion from 54% to 71%.
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A closer look at the work
The problem
Small business owners had to visit a branch because the online application was a single long form that timed out and lost their progress.
What needed to be done
Create an online application that a business owner could finish between customers, and that the underwriting team could actually use.
How the right problem was found
I sat in two branches and watched applications happen. The form asked for documents upfront that owners did not have to hand. I split the flow into four short steps, moved document upload to the end with a "come back later" option, and added progress that saves automatically. I worked with underwriting to cut seven fields they never used.
The outcome, measured
More applications were finished, and fewer needed a follow-up call to chase missing documents.
- 54% → 71%
- Application completion
- 7
- Fields removed
- -35%
- Follow-up calls for missing documents