New Promotional Section & Cards
Currently, banks are striving to go beyond the basic financial functions of the application, offering users additional value. One of these is the function of additional benefits through the provision of special offers from the bank and partners.
Our bank did not have a section where all the promotions and special offers for the bank's clients would be collected, which led to missed opportunities for both the client (benefits, savings) and the bank (loyalty, new customers, partnerships).
My role
Product Designer
Team
Design Lead, Product Analyst, Front-End Developer
Year
2024
Challenge
Since the bank's audience is very wide, from teenagers to the elderly, it is necessary to take into account all aspects and modern guidelines when designing the section.
For Business
Low user engagement with non-transactional app features. Missed opportunities for cross-selling banking products and monetization of partnerships. Insufficient differentiation from competitors.
For Users
Lack of centralised and convenient access to profitable offers from the bank and its partners. Difficulty in tracking current promos.
My Goal
Design and develop a central section with all promotions and special offers. Initially, focus on the MVP version, but put into work the opportunity for scalability and describe future improvements.
Constraints
Since the bank's audience is very wide, from teenagers to the elderly, it is necessary to take into account all aspects and modern guidelines when designing the section.
Research
To find out all the details and details, I used a comprehensive approach that included several research methods:
Method
Competitor Analysis
Analysis of existing functions and sections in applications of other banks and fintech companies.
Find out what practices, functions, types of proposals, and mechanisms exist.
Survey
Conduct a survey of a certain group of customers to identify their preferences for the types of promotions and the importance of the items on the card.
Feedback from real users about preferences, needs, and expectations.
In-Depth Interview
A qualitative study with a small number of users to understand the motivation and pain points when using it.
It is necessary to understand the hidden needs when using
It was necessary to conduct an analysis of competitors (direct and indirect) in order to find out what patterns of interaction exist, which is a priority for users.
Analysis
I conducted research to find out which information elements are important to users, both in the section itself and on a separate promotion. And I got the following results:
Clarity is above all. Users should quickly read the benefits, the terms of the promotion, and the ways to receive it.
Personalization is important, but not critical. Users are equally willing to participate in both general promotions and personal ones. This does not affect the participation criteria.
It is important to maintain a balance between the bank's and partner's offers.
The promotion should be easy to activate. The mechanism of participation should be simple and transparent, without hidden mechanics.
It is important to understand who this promotion is from. This is an affiliate offer or a direct promotion from the bank itself.
Some users noted that it is important for them to have access to the participation history, especially if the reward is a digital code (discount promo code).
One of the criteria that is important for users is a single participant's personal account, where the user's total benefits, gamification, and the like would be collected.
Comparative table of card characteristics:
Element
Heading / Benefit
Very high
End Date
Very high
Key Visual
High
Brief Description
High
Button / Activation status
High
Logo of the bank / partner
Average
Source
Average
Category
Low
Types of promo
Before starting development, I, together with the analyst and the team leader, determined the types of future promotions and how the structure would be designed.
Promo type
From the bank / Partner
Promo structure
Promotion
The promo can be simple or complex.
Complex
A complex share consists of two or more simple shares.
Simple
A simple promotion includes only one action.
Action
Actions can have several properties: conditional, time-based, cumulative, spending, etc.
Design
The development of the design of the cards began with the definition of the principles of construction and arrangement of the promo elements.
The visual element
High-quality images
Relevant photos and icons
Attracting attention, strengthening the connection with the brand
Corporate color scheme
The use of branded and contrasting colors
Improving the recognition and discrimination of offers
Clear typography
Font hierarchy for highlighting important information
Quick perception of information
Convenient location
Strategic placement of elements with sufficient space
Increased convenience and readability
Expressive CTAs
Attractive call-to-action buttons
Increased engagement and conversion
Testing and Validation
During the design, several card variants were developed based on the aforementioned structure.
To find out which card option would be the most optimal for the section, A/B testing was conducted.
Criteria
Attractiveness
Mid-High
Mid
High
Clarity of benefit
Mid
Very High
Very High
List scannability
Mid
Mid-High
High
Dependence on visual
Very High
Mid
Very High
According to the test results, the third option was chosen, as it is most consistent with the principles that were laid down during development.
Full Section Development
After the principles and design of the promo card were designed, I began to develop the card states. The action itself may not be accepted, accepted, or in progress.
Metrics After One Month
Uplift
After the implementation of the MVP version, the increase in new users each month increased by 16.000 people.
Time Spent
Since the section is new and unexplored for many users, the time spent in it is about 25 seconds.
CTR
Thanks to the well-developed structure of the cards, it was possible to achieve a stable CTR of 5.75%
Conclusions
The development of a central, unified section with all promotions and special offers for the bank's clients will require a thorough approach and research of needs. The key success factors in this case were: ease of use, conciseness and clarity of information. In the future, it is planned to combine this section with the central loyalty system in order to increase the level of involvement in all the bank's products, as well as expand the offered promotions from the bank's partners. Such a section is able to increase the number of new customers, loyalty and the level of involvement in the bank's products, which in turn has a positive effect on increasing profits for the company.
Thank you for reading!