New Amazon Mastercard acquisition journey

2020
Clients: Amazon, Newday
Andrea Intagliata profile picture
Andrea Intagliata, Product Designer

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

Amazon Classic and Platinum credit cards
Amazon Classic and Platinum credit cards

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

Clicks heat-map, part of the usability user testing
Clicks heat-map, part of the usability user testing

Acquisition strategy

Amazon Mastercard conversion funnel
Amazon Mastercard conversion funnel

Wireframes

Happy path wireframes
Happy path wireframes
Decline, refer and cross-sell wireframes
Decline, refer and cross-sell 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.

Amazon Platinum Mastercard high fidelity mobile designs
Amazon Platinum Mastercard high fidelity mobile designs
Amazon Platinum Mastercard high fidelity desktop designs
Amazon Platinum Mastercard high fidelity desktop designs
A new feature to send important document to user's email
A new feature to send important document to user’s email

Prototype

https://xd.adobe.com/view/7b9921b6-8089-4ccf-9a27-30ee7cdc55a7-2eca/
A prototype to test the end to end customer experience
A prototype to test the end to end customer experience
Design spec
Design spec

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.

Amazon Ember Font Weights
Amazon Ember Font Weights
Amazon Ember Glyphs
Amazon Ember Glyphs
Headings
Headings

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.

Amazon colour palette
Amazon colour palette

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.

Text, financial and numerical fields states
Text, financial and numerical fields states
Radio button states
Radio button states

Do you want to know more?

Andrea Intagliata profile picture
Andrea Intagliata, Product Designer

Email andreaintagliata@gmail.com with new projects, digital product design inquiries, or just to say hello!