Designing the new
Amazon Visa cardmembers onboarding experience
frog worked with the Amazon and Chase teams to reimagine the Amazon Visa cardmember’s onboarding experience on how consumers would interact with their cards and increase cardmember engagement.
I joined this program as an Associate Design Director to assist in the development of compelling designs for new experiences and models, leveraging user data and behaviours. My role also involved guiding our visual design team in their design process: synthesising client feedback while adhering to the Amazon and Chase UI identity systems, and delivering production-ready digital and print files to our partners.
Design Research
Brand Strategy
Experience Blueprint
Gamification Design
Moodboard Development
Concept Development
Print Production Design
Email Design
Website UI Design
Interactive Prototyping
Visual Identity Systems
Presentation Design
The Challenge
The digital current state approval moment leaves ECMs in the dark and without access to the full benefits of the card. Whereas the physical welcome kit is a lot of paper that most ECMs are throwing away, often without reading.
Experience Blueprint
frog introduced a comprehensive, detailed experience blueprint for the future-state onboarding experience to illustrate how all of the touchpoints should evolve.
Deliverables
Delivery 1
Detailed benefits design exploration .fig
Welcome Kit print-ready production design files
Microsite design and documentation
Email design inventory + annotations
Finalised prototype flows
Delivery 2
ECM Hub on Amazon.com
Augmented Transaction Interface
Additional Style Guide UI Components
Onboarding in-App Gamification Challenges
Future Vision Welcome Kit
Welcome Video Script
frog conceptualised and designed a hub for ECMs to manage their Amazon Visa card in one place on the dedicated Amazon website. The design developed enables the ability for cardmembers to service their card on Amazon, transferring what is currently only available on Chase over to Amazon, and consolidating key components of the future-state experience – including challenges, transaction timeline, rewards, and offers – to become a one-stop shop for everything ECMs need to manage their card.
Leveraging Data: Transaction Timeline
Most cardmembers are creatures of habit unless prompted by an extraordinary advantage, convenience, curiosity or a change in brand affinity. To explore ‘how might activate desired behaviours at contextually-relevant touch points’, we looked to where customers were already in the ‘spend better’ mindset to cross-sell.
We used the billing statement as a leaping off point to promote offers and savings tips relate cardmember’s spend. Participants in our concept validation study strongly support the idea of curated offers, especially if they were ways to save. Seeing how offers were directly related to their spend made customers feel seen and respected.
