QVC

QVC: QCard Special Financing – UX Strategy, Redesign & System Integration

Overview

Role: Lead UX/Product Designer
Focus: End-to-End UX Strategy + UX/UI Redesign for QCard Special Financing
Duration: ~9 months
Platform: Web, Mobile Web, Cross-Platform Promotion
Tools: Figma, Miro, FullStory, Adobe Analytics

QVC’s proprietary credit offering, the QCard, was underutilized due to a fragmented digital experience, unclear financing terms, and outdated UI patterns. Customers lacked clarity on how and when Special Financing could be used, and business stakeholders struggled with conversion attribution and drop-offs.

I was brought in to strategically redesign and deliver a net-new user experience — not just improving the visual interface, but rethinking the entire QCard Special Financing journey: from awareness, education, and application through eligibility, usage, and management.

The Challenge

No unified flow or journey for Special Financing education and activation

1. PDPs, cart, checkout, and marketing placements had inconsistent messaging

2. Application form was outdated, non-responsive, and not ADA-compliant

3. Users were unclear about benefits vs. Easy Pay (QVC’s other installment method)

4. Internal teams lacked a centralized UX strategy or design system assets for reuse

Strategic UX Goals

Define the end-to-end user journey for QCard Special Financing

1. Create a responsive, modern, and accessible application experience

2. Clearly communicate QCard eligibility and benefits at key decision points

3. Introduce a modular UX design system for QCard promos across PDP, cart, and checkout

4. Partner with legal, brand, and content to redefine QCard’s narrative and tone

My Role & Responsibilities

• As Lead UX Designer and Strategy Owner for this initiative, I:

  • Led cross-functional workshops to map the current-state QCard journey

  • Audited user flows, analytics, and click-through paths

  • Developed the future-state UX strategy, backed by journey mapping and persona data

  • Created net-new page layouts, components, and mobile-first flows

  • Designed a Special Financing UI kit integrated into QVC’s broader design system

  • Collaborated with Brand, Legal, Marketing, and Engineering through delivery

Research & Discovery

Reviewed performance of 20+ QCard placements across PDP, cart, and site banners

1. Identified drop-off points in the old application funnel

2. Conducted competitive benchmarking (Amazon Store Card, Wayfair Financing, Target RedCard)

3. Ran moderated usability sessions on QCard understanding and form friction

4. Mapped friction points across 3 user personas:

   1. Curious Shoppers (exploring the benefit)

   2. Finance-Driven Buyers (looking for large-item flexibility)

   3. Returning Users (needing easier access to terms and payment options)

UX Strategy: Future-State Experience

1. Awareness & Education

• Introduced inline explainer modules near pricing on PDPs and cart

• Created a QCard hub page for marketing, terms, eligibility, and FAQ

• Designed modular banners for personalized promotions and homepage promos

2. Application Experience

• Delivered a responsive, 3-step application form with contextual trust messaging

• Consolidated disclosures into expandable inline modules for legal compliance

• Added “Why we ask this” tooltips and progress indicators

• Built guest and logged-in experiences with eligibility logic

3. Cart & Checkout Integration

• Redesigned payment selection screen with side-by-side comparisons:

  • Easy Pay

  • Full Payment

  • QCard Special Financing

• Showed “as low as $/mo” estimations with links to financing details

• Included promo-based badges (e.g. “12-month special financing available on this item”)

4. Post-Purchase & Account

• Integrated QCard reminder and usage details in order confirmation screens

• Designed future-state concept for managing Special Financing within user account

• Proposed email design improvements to reinforce Special Financing messaging after purchase

Visual & System Design Deliverables

• Complete Figma component library for QCard promos, buttons, banners, and form UI

• QCard application wireframes, mobile-first mockups, and prototype

• Marketing-to-checkout visual hierarchy model for financing placement

• Collaboration with Design Systems team to ensure scalability and reuse

Business Outcomes

• QCard application starts increased by 31% after new experience launched

• Users exposed to new PDP financing modules showed a 22% lift in conversion

• Application form abandonment dropped by 19%

• QCard system modules adopted by 5+ digital product teams

• Passed all legal and accessibility audits prior to production release

Summary

This project was more than a visual redesign — it was a strategic UX transformation. By leading a cross-functional initiative, I helped QVC elevate QCard Special Financing from a fragmented experience to a high-performing, trust-centered journey that increased adoption, supported business growth, and fit seamlessly into QVC’s omnichannel ecosystem.