Case study Product Strategy & Inclusive Design

Inclusive Banking: Empowering customers with customizable name on card and ID verification

3 men and 2 women smiling - Photo by Miles Peacock on Unsplash

This case study explores solutions of offering customizable names on credit cards during account opening and also the steps to mitigate risks, such as identity verification to revolutionize the banking industry. The objective is to create a more inclusive environment by addressing the challenges associated with traditional credit card naming practices.

Problem Statement

The problem with traditional credit card naming practices is that they often do not reflect the diverse identities of customers, leading to frustration, discomfort, and even harassment. Many LGBTQ+ and Transgenders, individuals with non-traditional names, and immigrants face challenges with legal name usage on credit cards. It is essential to recognize that this issue not only affects customers but also has the potential to lead to lost business opportunities and a decline in overall customer experience.


One potential risk is the possibility of increased fraudulent activity if users are allowed to customize their entire name on the credit card. Another risk could be potential legal issues if the credit card issuer cannot verify the user's identity due to a discrepancy between the name on the credit card and legal identification documents.

My Role

As the Principal Experience Designer, I led the design strategy and direction for implementing customizable names on credit cards and ID verification experience. I collaborated closely with a senior experience designer and cross-functional teams in technology and risk management to ensure a seamless and inclusive customer experience while addressing potential risks. My responsibilities included ideation, design development, and overseeing the integration of a third-party identity verification solution to enhance the post-MVP phase.

woman holding magnetic card - Photo by Blake Wisz on Unsplash
white and blue magnetic card - Photo by Avery Evans on Unsplash

Building empathy through understanding

Gathered data from 500+ credit card holders who identify as LGBTQ+, Dual-Citizen or Non-Resident Alien.

  • LGBTQ+ community

    As an LGBTQ+ individual, I would feel empowered if credit card issuers allowed me to customize my credit card name to my preferred name. This simple change would greatly improve my credit card usage experience and reduce the risk of harassment or discrimination due to legal name usage.
  • Individuals with Non-Traditional names

    I understand the challenges of legal name usage on credit cards. Many others like me face the same difficulties and may feel frustrated and uncomfortable with the lack of customization options available. Offering customizable credit card names would greatly improve our credit card usage experience and make us feel more valued as customers.
  • Immigrants

    As an immigrant, I understand the challenges of using a preferred name or nickname on credit cards due to legal name usage requirements. Many immigrants like myself face similar difficulties, as our preferred names or nicknames may differ from our legal names.
  • Newly married couples

    As someone who recently got married and changed my last name, I understand the challenges of updating my credit card name. Many newly married couples face similar difficulties and may be frustrated with the long and tedious process of changing their legal name on all their accounts, including their credit card.

Key insights

I feel embarrassed and uncomfortable using my legal name on my credit card, which doesn't match my true identity.
  • 62%

    of trans individuals have experienced harassment or discrimination when using a credit card due to their gender identity or expression.
  • 5%

    of the US population identifies as LGBTQ+ (16 million people)

    Survey by
  • 50M

    The immigrant population in the US. One-third of Asian and Hispanic adults in the U.S. have non-traditional names.

    Migration Policy Institute
  • 44%

    of individuals with non-traditional names have had difficulty obtaining credit due to name discrepancies.

    National Foundation for Credit Counseling
holding white paper and sticky notes on table - Photo by Brands&People on Unsplash
immigrants holding flag of U.S.A miniature - Photo by Kerwin Elias on Unsplash


In conclusion, We extended the ID verification enhancement across all our products and lines of business, making this feature a core and strategic element of our banking system. By prioritizing user-centric design and innovation, we've improved our services and business KPIs and reinforced our commitment to exceptional banking experiences.

The app journey was smooth. Opening an account and going through the verification process was quick.
  • 5%

    Increase in Retail App Booked rates in 3 months.

  • 8%

    Reduced the volume of fraud flags during account opening.

  • 10%

    Improved funnel conversion rates across the Retail banking applications.

  • 3%

    Increased contact center's satisfaction rate in 3 months.

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