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Client Introduction
RBL Bank’s YOUnique Credit Card is conceptualised as a ‘customised’ credit card that covers the entire domain of the user’s transactional activities by offering rewards tailored to their spending behaviour. Unlike other credit cards that offer some benefits and limit others, the YOUnique credit card offers points and discounts as per the user’s unique expenditure preferences.
Design Challenges
01
To make the process of buying a Credit Card interactive and transparent.
02
To get users to build a card of their choice in the most intuitive manner.
03
To increase the user engagement during the ‘reward’ selection process.
04
To make this interaction seem familiar.
User Research
To create a seamless yet familiar experience, we researched common online consumer behavior on e-commerce portals. Here are the insights we gathered:
- Users love working with products that involve interactive customisation.
- The interactions and experiences need to be intuitive without being overtly directional.
- The stickiness of a product depends on the users’ familiarity with previous interactions in similar products.
- Users enjoy browsing and checking out the offers without being pushed to buy.
Strategize
We mapped the user journey to identify the pain points and triggers of our user group. Furthermore, we used a three phase approach to grab the user’s attention. The first step was through displaying different combinations for their card, second; while elaborating on the reward information and the final hook came in the form of steps taken to unlock those rewards.
We grouped similar rewards together under familiar categories such as “Travel”, “Entertainment”, “Shopping”, et cetera to provide ease of understanding and reduce the cognitive load on the users. The sidebar of the app was structured to display all the features, benefits and costs associated with the card at a single glance without redirecting from the rewards page.
In order to further simplify the transparency of the interface, we reduced the number of steps involved in becoming a cardholder. The user needs to fill out an application, add features and purchase the customised product to access the credit card. We’ve added the notification cues as well when the feature is added to ensure that the error rate is minimum.
Deliver
The design elements are user-focused. We used recognisable iconography for the categories such as a film reel for the ‘Entertainment’ category and a flight taking off for the ‘Travel’ category. Each reward was displayed with big and bold card style design and attractive imagery to capture the attention of our users.
We opted for a pastel/spring color palette to maintain user focus on offers and rewards while lending a subtle, warm and welcoming appeal to the interface. The typeface, Poppins, has also been selected for its geometric look and feel. Geometric fonts for header texts and other prominent text fields have a calming effect and tend to work well with users especially when they are to be presented with a lot of information.
We have used micro-interactions to make the entire process very engaging and to hook the user’s attention. A sense of instant gratification is provided to users with the help of micro-animation as and when they add a feature to the card.
