NATIONAL CREDIT CARD ISSUER

Strengthening Relationships with Retail Partners

Qualitative research, user modeling, and strategic design system to help retail card partners increase the volume and quality of credit card applications through their websites.

Strategic guidelines were documented in a Playbook that was used to strengthen relationships with existing card partners, and as a resource to support the acquisition and on boarding of new partners.

  • Card partner retail websites
  • Playbook portal
  • PDF Playbook
  • Qualitative research with customers
  • Comprehensive expert reviews of the card acquisition experience across several retail sites
  • Innovative customer segmenting that focused on mental modes in shopping for cards online (which shifted the Bank’s former way of perceiving their segments)
  • Creation of several customer personas
  • Customer journey maps
  • In-depth digital acquisition strategy described as a reusable system of design patterns, guided by digital performance marketing best practices.