Physical Card Launch
THE BRIEF
To launch a brand new physical card for our customers. This needed to include in-app ordering, tracking, activation and card management.
Video credit: Nicky Mawdesley
KPIs
Measuring success needed to work on multiple levels. Customers might order a card just because they could - or because it was free. We didn’t want to cannibalise regular spending, but we also hoped to migrate online-only spenders to an online & in-store mix.
User flows
From entry points to card cancelling, we needed to cover every eventuality in the card’s lifecycle. When did users set their PIN? Did they pay for the card or was it free? How was the card activated? What happened if it was stolen or lost?
Unhappy paths
Nuances and edge cases flooded into the project. For every correct journey there could be several ways it went wrong. These all needed to be documented, mapped and designed.
Design approach
I worked closely with the creative team to create exciting animated graphics for the in-app experience. This was such a huge product launch, I wanted the screens to shine. The campaign focused on the ‘iridescent’ card edge, so we had background videos of the card dropping into view on shiny strings, as well as the card graphics slightly tilted to show off the shine - totally unique. Everything tied into the marktiing visuals creating a seamless offline-to-online user experience.
Roll out
Survey results lead us to believe customers were excited for a us to launch physical card, 50% planned to get one, and the fee was set at the value they seemed most comfortable.
Roll out was a very staggered approach with multiple cohorts, allowing us to pin down the best engagement and uplifts in areas like paid ‘v’ free card, and customer tier/spend habits.
Findings
Whilst we mildly overestimated customers willingness to pay to get their physical card, we did find that those who ordered one had a stronger propensity to activate because they attach more value to the card (~68%). There was also a +24% uplift on GMV in our active-users spends.
Card management flows