The project's challenge lay in enhancing the credit card purchase process for Barclaycards without unsettling user engagement or elevating drop-off rates, a critical consideration due to the website's high daily traffic of millions..

With utmost caution, I navigated this task by meticulously assessing and confidently implementing UI changes, ensuring each decision was well-founded before initiating tests or pattern alterations.

My primary strategy involved extensive face-to-face user testing and consistent consultation with the data analyst team. This ensured that every UX/UI change was data-driven, backed by rigorous statistics, and aligned with user preferences.

After a rigorous 6-month effort, we have achieved a remarkable increase of over 2.5% in the credit card application conversion rate.

This exceptional achievement translated into a substantial profit boost of more than £2million for the company. This exhilarating project's triumph owes much to my exceptional team of data analysts, whose invaluable insights and validation were pivotal in realising our success.