IsraelCredit was about to launch a new marketing strategy around the idea of leveraging data in order to optimize the shopping experience since their competitors already appropriated marketing programs like Rewards and cashback.
As a UX designer my mission was to design a new mobile app that lays on 3 pillars: Pay, Service & loyalty program
The future potential of credit cards lies in the appropriation of convenience in buying and is based on the understanding that the customer's buying process begins long before payment and continues well after.
Competitive research of fintech apps, credit-card and banks worldwide and also of retailer's loyalty club and reward clubs.
Citibank
Capital One
Pepper Bank
Super Pharm
Wallmart
Macy's
Clustering map of customers' perceptions and habits based on vast marketing research and user survey conducted by IsraelCredit, and of usage analysis of IsraelCredits app and website.
The key insight is that the app's challenge is whether it will be used habitually by customers or not and in any case it will happen gradually.
The way to achieve it is by anticipating "magical" moments for the customer and providing them relevant information, actions, or benefits that wiil optimize their shopping experience.
Positive customer experience is a key to retention
Different e-shopping patterns between me to women: women seek for crowd wisdom while man already has made up their mind
Banks apps and websites are perceived as more trustworthy than those of the Credit Card app and website
Currently, the main usage of the app is to track activity and it has almost daily DAU
While among app users perks information is the main usage, half of the company customers did not take advantage of benefits
As a user, the first thing I see is a summary for each card I own so I can track my state. Below, I can quickly access preferred benefits, or I can evoke useful tools I saved.
Additional main screens I can navigate to are the content zone with tips per different consumer categories or the self-service.
By tracking activity the app can suggest useful actions and accompany the customer before, during, and after the transaction.
Billing day
Suspicious activity
Transaction declined
Following on-line transactions
Customers complained about not enough self-service actions they can do. On the other hand, they mentioned that they want to have someone to support them in case they are "stuck". An additional complaint was that the information they seek is no accessible enough.
Self-service
Search
As a user, I can see a snapshot of the card's current state, and below I see all transactions sort by date. I can also sort my expenses according to categories or by merchants.
Transactions (by date)
Transactions (by cateogry)
Transactions (by merchant)
On the transaction screen, I can see all the information I need in order to identify the expenses. In addition, I can add a picture from an event or a product. I can also add comments to myself.
The transaction screen shows me all the information regarding the purchase. In order to help me attach meaning to these expenses, I can add pictures of the product and also write a self note.
