2020
Clients: Amazon, Newday

An increase of +30% uplift in conversion of accounts created.

The Amazon Classic and Platinum are two iconic credit cards with a points-based rewarding programme.
Table of contents
Usability test
Acquisition funnel
Design workshops
Wireframes
High-fidelity designs
Prototype
Design System
Results
Clicks heat-map

Acquisition strategy

Wireframes


Design workshops
A series of collaborative design workshops have been crucial to the success of this project. In these periodic sessions, I had the opportunity to share key insights within the group, gather feedback from stakeholders and plan next steps.



This project went through several iterations with a wide range of stakeholders.
Constant reviews, total visibility of feedback and a mobile-first approach has helped to move pretty quickly through the different phases of the project.



Prototype
https://xd.adobe.com/view/7b9921b6-8089-4ccf-9a27-30ee7cdc55a7-2eca/


Results
An increase of +30% uplift in conversion of accounts created.
Uplift driven predominantly by a 15% increase in % of customers that hit the eligibility page submitting an eligibility check. In the first rolling out phase no issues have been spotted, in fact the traffic has been ramped up faster than originally planned.
Design system
Typography
Ember is a comprehensive family of sans serif designs optimised for maximum legibility on digital displays. Friendly and approachable, its large counters and generous x-height are tuned for mobile, desktop, and the living room. Now in six weights from Thin to Heavy.



Colour palette
Smile is Amazon’s primary brand colour. Squid Ink is the primary neutral brand colour, the darkest colour used for brand elements. It is used instead of black. The use of white, and white space, is essential to the brand colour palette. White space allows people to understand what we’re telling them easily and without challenge.

Form fields
Form elements such as text, financial and numerical fields along side with radio buttons, drop-downs and buttons have been designed, tested and refined to meet AA accessibility level.

