2017 / Innovatika /
Initial Challenge:
A major financial client aimed to:
- Increase credit card sales
- Reduce the frequency of credit card cancellations
- Encourage more frequent use of credit cards for daily transactions
The communication around credit card offerings lacked clarity and consistency across channels, making it difficult for clients to understand and trust the product.
The Method:
We applied a comprehensive, research-driven approach to redesign the credit card communication strategy. This included:
- Reviewing existing materials across four key communication channels
- Conducting benchmark analysis and mystery shopper interviews
- Mapping the current end-to-end sales process
- Listening to live sales calls and identifying friction points
- Conducting qualitative user research and interviews with bank representatives
- Co-creating a Customer Journey Map and customer personas
- Formulating a refined problem statement
- Prototyping communication tools and testing them with bank staff and clients
The Solution:
Our final solution included:
- A Credit Card Demystifier – internal training material simplifying credit card concepts for advisors
- A Credit Card Explainer – customer-facing material to support clear, engaging product discussions
- Best practice recommendations for both web and mobile channels, focused on improving clarity, consistency, and trust in digital experiences
My Involvement:
I was a key member of a three-person team working on this project. I actively contributed to all phases of the project, leading the methodology and creating the deliverables.
Service & Concept Design Researcher 