Discover
Discover has been an innovator in the credit card and neobanking space since its inception in 1985. It was the first card that introduced “Cashback Bonus” among other finance tools that competitors have duplicated.
In my current role as a UI Designer at FCB Chicago, my primary responsibilities include designing web and app experiences for Discover Bank and Card.
Badging Test
Dentsu proposed that by highlighting unique product attributes via badging, Discover will see an increase in Application Starts because of drawing attention to relevant and persuasive content. This test ran for 52 days, across all devices, and was seen organically by 255.2K visitors across 2 experiences.
In conclusion, adding a unique benefit badge to the Money Market and IRA - Category pages significantly impacted application starts. There was a 2.89% increase in the Online Account Opening Landing Continue Rate.
Due to the positive results these badges were implemented permanently and a secondary test will be conducted on several other product pages
Key considerations: DDL compliant and responsive layout.
Channel Personalization
Dentsu proposed that if we customized the content on the Savings Landing Page to cater to a Paid Search Audience, Discover will see an increase in Application Starts. This test ran for 38 days, across all devices, and was seen organically by 72.5K visitors across 2 experiences.
New components included a Customer Service Module and a Cross-Sell Module.
In conclusion, reordering existing elements and adding new content positively impacted application metrics for paid search traffic. There was a 2.93% increase in the Online Application Opening Info Started and a 2.12% increase in the App Submit Rate.
Key considerations: DDL compliant and responsive layout.
Why an IRA Module
In partnership with Dentsu, FCB has been helping Discover improve their public bank pages by running AB tests to see if certain graphic elements and additional content will result in higher conversions.
The ask for this project was to create a new module to showcase the benefits of an Individual Retirement Account (IRA) to see if it would increase application starts. The module was tested on three bank product pages, including IRA Certificate of Deposit.
Key considerations: DDL compliant and responsive layout.
Quiz Graphic
The ask for this project was to create a new graphic image for the “Which bank account is right for you?” quiz which was integrated on several campaign landing pages, as well as the banking homepage during the testing period.
Key considerations: DDL compliant and responsive layout.
