Lending Personas

Check Into Cash had marketing personas used in the call centers and retails stores but they were not relevant to the online experience.

Loan application data showed that on any given day, the online share of applicants was 70-90%. Roughly 65-70% of those online applications originated in new loans. Retail applications originated into new loans at a much higher rate of 88%. Testimonial data showed that approximately 75% of customer reviews and online customer feedback came from retail loan customers.

I analyzed the available data and verified the patterns I needed to group users types and define persona archetypes. These three personas most clearly represent the vast majority of the Check Into Cash online users. 

As these personas developed, I used them as a shorthand for "Apply Online", "Find A Store", and "Learn More about Loans". I was able to block out the user journeys and eventual experience architecture using swim lanes that corresponded to these personas.

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