Navigating the new world of work

Category: Form Design

Amex’s Amicable Application

I used to have a Bank of America credit card which gave me points on Amazon. I racked up about £50 worth of Amazon gift certificates in around 6 months, which, even for someone who’s an avid Amazon shopper, still surprised me.

However, round about October time, our lovely partnership came to an end. Amazon were no longer offering the card and I was going to get sent some useless MBNA one instead with no benefits at all.

So, I canceled it. Not that it stopped them sending me one of course… And I began the hunt for a rewards card that would give me some value. Actually, there isn’t a lot out there. And certainly nothing of interest that doesn’t require an annual fee, which was disappointing.

After a few weeks of comparing, doing some basic sums and dithering quite a bit I decided on the Santander 123 credit card. Although it has a lousy £24 annual fee, it does allow you to accrue cashback on supermarket shops and most importantly for me, transport. So I can get cashback from using TFL and rail services which makes sense. We’ll see if I actually manage to get the return on my investment in a years time, but after two months I’ve managed to get back almost £10 so it looks promising.

This wasn’t enough for me though. One of the things I spend most of my money on, is food. Restaurants. Santander isn’t offering me anything for that. Not to mention it’s convoluted sign up process (I actually locked myself out and had to wait for another password before I could use the app!) and it won’t let me pay off the card using the app either.

When I do get around to paying it off online it forgets my debit card details so I have to enter them every time! That’s just laziness on their part. Not to mention that if I want to pay over the statement balance back I’m not allowed.

Anyway so I decided to also apply for an American Express British Airways card. Which is free. I plan to use this wherever I can’t get points on the Santander one and the Amex one is accepted. That seems like a nice compromise. The difference between applications for Santander and Amex was phenomenal. I have to say the Amex application was the easiest I’ve ever used.

Amex application process

Amex application process: Basic info

As you can see, it’s slick, and clean with a large font and only asks for the bare minimum of information which is great and saves me time. They also send me regular email updates telling me of the card progress without me even having to do anything. And there it appeared just a few days later.

Amex Confirmation Email
Amex Confirmation Email

I downloaded the Amex app, which is also clean and slick and as a bonus has offers which I can activate, which I wouldn’t have expected from a pure credit company.

We’ll see how long Santander can last without annoying me completely and causing me to cancel it. I’m going to have to try to pay it off directly from my bank account to avoid having to put my debit card details in every time! Argh.

Times Newspaper Form Fail

The Times recently launched a competition to win an iPhone 4S. You just had to fill in a form with about 7 or 8 questions and tell them some of your Times buying habits in order to enter. I think perhaps, that the construction of this form was a bit last minute.

‘Saturday’ isn’t really the answer to this question, and it’s therefore slightly confusing. It would have been better to ask people on what days do they buy the Times. At the bottom of the form you’re presented with the ‘Submit’ button and a ‘Reset’ button.

Only, really they’re in the wrong place and if you’re a fast typer and clicker you could easily click reset (as I very nearly did) erasing all of your work as most buttons in order to proceed, such as Continue or Next is nearly always on the bottom right. And this isn’t convention by accident. Just getting someone to run through this form properly would have probably fixed these issues. I suppose, you can’t really expect people to take too much notice of semantics when they’re purely only entering to win something, but you may miss out on gathering details if they reset their form, and can’t find the energy to fill it out again. It’s really small details like this, and lack of attention to them could be causing you to lose huge customers or create dips in conversion rates, which is really the point. Additionally, there is likely to be a correlation between well written forms and trust as well. People are less likely to hand over their information if the form asking for it doesn’t ask them questions that make much sense.

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