Solving the Problem

STAKEHOLDERS

I want to phase out 2 existing cards and migrate existing card customers to a new Skye Mastercard product, and ensure we create a seamless customer experience.

EXISTING CUSTOMERS

I want a card that gives me all the new card features without new fees if I choose to upgrade to Skye so that I can get all the new benefits without the hassle.

NEW CUSTOMERS

I want a card with no hidden fees, great card features and benefits, and be able to safely and securely track and manage my spending while I shop. 

Finding a Solution

OBJECTIVE

Launch a new credit card product, Skye Mastercard, further develop its new brand and design a seamless experience across every customer touchpoint from online to instore in 12 months.

CHALLENGES

As the sole UX/UI designer, roll out a new brand while do all UX/UI designs for the key deliverable (see below), oversee all marketing, packaging and videos for brand consistency. Validate features using existing customer data as no time was allocated for research and testing.

APPROACH

I attended regular stand ups to communicate progress on all projects, liaised with key stakeholders for feedback and approvals, validated features through rapid research techniques and liaised with external agencies to achieve key deliverables.

Key Deliverables

Below is a quick overview of the main project deliverables I designed. To view each project in more detail, please contact me.

APPLE PAY LAUNCH

Role
Lead UX/UI designer – mocked user flows, wireframes, prototypes, UI design, edited content, usability testing.
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Objective
Co-brand an Apple Pay and Skye App campaign to inform customers on the feature benefits.

Result
Skye customers can shop using Apple Pay.

WEBSITE

Role
Lead UX/UI designer – conducted research, co-facilitated workshops, mocked user flows, site maps, wireframes, prototypes, edited content, usability testing, dev handover.

Objective
To create a consumer facing website that informed customers about Skye card features, benefits, retailers and to apply online.

Result
Credit card applications increased since the launch, increased traffic to retail stores and ongoing Skye App downloads.

EDMs

Role
Lead UX/UI designer – mocked desktop and mobile screens, edited content and CTA copy, tested in Litmus.

Objective
To develop a suite of EDM templates with a consistent tone of voice and messaging, with clear CTAs to drive customer engagement and educate customers about Skye products.

Result
30% OR (Open Rate) with a steady 20% CR (Click Rate). With more testing and feedback, these stats should expect to rise.

VELOCITY CAMPAIGN

Role
Lead UX/UI designer – mocked user flows, wireframes, prototypes, microcopy, usability testing, UI design, dev handover.

Objective
Incentivise customers to join Skye to earn Velocity points.

Result
I designed a seamless onboarding experience, where sign ups increased by 10-15% since launching the campaign.

DIGITAL STYLE GUIDE

Role
Lead UX/UI designer – dev handover to the full stack developers.

Objective
To educate tech teams on how to apply the styling and basic form functionality to ensure consistency.

Result
Updated CSS matched my style guide with all UI elements consistent across all digital projects.

CARD ARTWORK

Role
Designed the card artwork and oversaw final print production.

Objective
To create a cutting edge card design that would stand out in your physical wallet and strongly reflect the Skye brand.

Result
A bold and minimal credit card design with strong Skye branding.

CARD CARRIER PACKAGING

Role
Visual designer – edited copy, tested various packaging concepts with users, prepared artwork and approved final print.

Objective
To create a memorable experience that would create delight and surprise when customers received their new Skye card.

Result
Timely delivery, strong branding and clear CTAs resulted in 100% card activation by customers. Contrasting colours throughout the packaging created delight and surprise for customers!

BANK STATEMENT

Role
Visual designer – layout designed and oversaw print production.

Objective
To provide customers with an easy to read bank statement with clear CTAs and important information clearly visible so that customers feel assured they can pay their bills on time.

Result
I designed a clear template that's transparent in what fees are due and when, with clear CTAs for help and support.

DEALER PORTAL

Role
Lead UX/UI designer – conducted research, mocked hi-fi prototypes, UI design, dev handover, usability testing.

Objective
To create a portal for dealers to manage and their track sales.

Result
The clean design with improved IA and functionality allows dealers to better track their sales pipelines and follow up leads.

POINT OF SALE

Role
Creative direction, content editing, brand guardian.

Objective
To ensure the look and feel, branding, tone of voice and messaging of all printed marketing collateral is consistent with the UI designs I created for the Skye brand.

Result
The marketing team rolled out all collateral for launch, which created a seamless in-store experience for customers.

Outcome + Results

RESULTS

The core project team delivered all key deliverables within 12 months as planned. New Skye card customers has steady growth each year with more retailers partnering with Skye.

INSIGHTS

Working in a small, core project team who were all aligned to the product vision, with a customer first approach allowed us to stay focused on delivery when faced with scope creep from other stakeholders.

RECOMMENDATIONS

Continually test all customer touch points, including website data, online applications, customer complaints, EDM OR and CR, Skye App downloads, then collate insights and recommend features to improve for the next phase.

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