Summary

Form Optimization Teardown: Personal Loans

In this insightful teardown, Zuko Analytics examines HSBC’s personal loan application form, highlighting both effective elements and areas needing improvement. The analysis serves as a practical guide for optimizing web forms to enhance user experience and conversion rates.​

Key Observations:

Outdated Design Elements

• The form employs an iframe structure reminiscent of older web practices, potentially impacting security and user trust.​

Clarity and Accessibility Issues

• Small font sizes and dense text make reading difficult, especially for users with visual impairments.
• Essential information, such as credit check implications and privacy notices, are buried within extensive copy, lacking clear visibility.
• Checkboxes for privacy policies are not clearly marked as mandatory, leading to potential user confusion.​

User Guidance Shortcoming

• The absence of a progress bar or indicators leaves users unaware of the form’s length or their current position within it.
• No options are provided to save progress or return later, which can deter users from completing lengthy forms.​

Error Handling Flaws

• Error messages appear at the top of the page, disconnected from the specific fields requiring attention, hindering quick resolution.
• Lack of inline validation means users are only alerted to errors upon submission, increasing frustration.​

Inconsistent Terminology and Input Issues

• Use of industry jargon without explanations can alienate users unfamiliar with financial terms.
• Input fields, such as those for income or dependents, are either too restrictive or lack appropriate constraints, leading to user errors.​

Navigation and Interaction Challenges

• The form lacks intuitive navigation options, such as a back button or clickable progress indicators, limiting user control.
• Dropdown menus for titles include outdated or rarely used options, potentially causing confusion.

Recommendations:

Modernize Design:

• Update the form structure to eliminate outdated elements like iframes and enhance overall aesthetics.​

Enhance Clarity: 

• Use larger, consistent fonts and break down dense text for better readability.
• Highlight critical information and ensure mandatory fields are clearly marked.​

Improve User Guidance:

• Implement a progress bar to inform users of their position within the form.
• Provide options to save progress and return later, accommodating users who may need more time.​
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Refine Error Handling:

• Introduce inline validation to alert users of errors in real-time.
• Place error messages adjacent to the relevant fields for immediate visibility.​

Simplify Language and Inputs:

• Replace industry jargon with plain language or provide explanations where necessary.
• Ensure input fields have appropriate constraints and validations to prevent user errors.​

Enhance Navigation:

• Add intuitive navigation features, such as back buttons and clickable progress indicators.
• Streamline dropdown options to include only relevant and commonly used selections.​
• By addressing these areas, financial institutions can significantly improve their online forms, leading to better user experiences and higher conversion rates.