Times card: Payment & card management platform
Overview:
Times Card is a co-branded Credit Card offering from Times Internet and HDFC Bank. The cards comes Platinum and Titanium variants and provide the users to manage their card as well as help them hassle payment of the bills which help them earn reward points along with exclusive benefits on both everyday spend on their lifestyle, dining & entertainment spends. .
V
S
Process:
Discover
Research Phase
Define
Synthesis Phase
Development
Ideation Phase
Deliver
Implementation Phase
Do know
should be
Don’t know
could be
Converging
Converging
Diverging
Diverging
Ideate
Evaluate 1st
ideas
Define research
areas & methods
Conduct
secondary
research
Set ideas, a
design vision
& hypothesis
Conduct
primary
research
Set ideas, a
design vision
& hypothesis
Answers,
Product,
Solutions
First ideas & vision,
Potential solutions,
Hypothetical answers
Final brief,
HMW questions,
Stategy
Unstructured
research
findings
Build themes & clusters
Prototype, Test & Analyse
Learn, Iterate, Repeat
Build, Iterate, Repeat
Release
Find insights
Deduce opportunity areas
HMW
Questions,
Challenge,
Client brief
User Persona
Key Collaborators :
My Role:
As the Head of design, I designed, executed, managed and oversee the entire design rehaul. Worked from initiation to the completion of the product including research, interaction and visual design to design validation and final handoff to the developers and business stakeholders.
Other Collaborators:
Design Review:
CEO & BU head
Product manager
Developers
Analytics team
Customers
Research
Challenges with existing designs: Insight from interviews with CS team & customer ticket :
Goal Landing Page:
1
No option to apply Times Card on the web app and no specific acquisition flow.
2
The current website looks like a coupons and provide users with the option to earn reward points as well as let them avail offers.
3
No option to manage the card on the web app.
4
No option activate memberships and avail partner offers.
5
No availability on the mobile platform which helps users with avail offers on the move.
Data from Research
Following the research and analysis of the data, the following primary reasons were identified for retention churn and new user acquisition.
1
Online user acquisition journey
Our users needed to visit the bank offline to get a times card, an online acquisition journey needed to be created to simplify the process of getting a Times card
2
Experiences: New categories based on interest of current user base
As an entertainment card we needed a more diverse array of products in our catalogue based on email surveys from current users & drop in the metrics.
3
Product Order Journey
A new product order journey needed to be created to cater to the new categories introduced.
4
Feedback & rating for redeemed products
To constantly improve our product catalogue we needed to know how our existing products were performing, therefore we needed a feedback and ratings.
Categories Breakdown:
We had 5-6 categories which we gathered as per user feedback and product proposal. As a final decision from the business and bank we decided to introduce 3 of them as an MVP release which was planned to go live in the next 6 months.
1
Events
2
Holidays
3
Hotels
4
Dinning
5
Entertainment
6
Shopping
Business Metrics
Credit card overall users
7,00,000
User base
Monthly active users before app launch
5,100
Total users
3,400
New users
Users were active via web platform for both mobile & web, once we launched native app, there is a drastic change in numbers, app installs and overall conversations which we wanted to achieve.
Categories Breakdown:
1
Team collaboration
After figuring out the problem, we had ideation of workshops where we had multiple range of ideas, hence, narrowing them down to our Entertainment domain while fulfilling user and business needs were always as these experiments would tell us what worked well and what could be improved in the future.
2
Timelines & learnings
As we wanted to create an MVP solution to launch & test, considering, requirements and user journeys for both mobile and web, it was a phase full of collaboration and new learnings.
3
Conveying my ideas
While we used to have ideations discussions, I had this thought that how do I put across a conflicting idea while still being able to create room for healthy debate, a common ground? What eventually worked for me was taking a part of their idea and remixing with mine to create an improved suggestion and making it work out in the product.
4
Win win situations
Upon successful launch of the app, the recent AR Rehman campaign has a significant impact on the conversions thus increasing the engagement and acquisitions.
Demographics
1
Age:
25 years - 34 years: 88.55%
18 years - 24 years: 54.72%
35 years - 44 years: 46.69%
45 years - 54 years: 28.34%
55 years - 64 years: 19.90%
65+ years: 16.74%
2
Gender:
Female: 24.4%
Male: 76.6%
3
Avg session time per user before app launch:
1.3 mins (mostly spend on offers)
4
Max Spending:
Tech shoppings: Rs. 5000
Travel/ Entertainment spends: Rs. 4200
Banking: Rs. 3000
News: Rs 2000
Persona: Who are we designing for?
About Seema
Seema is a young and ambitious lady working, enjoys going out with friends and family. She also does shopping online and in the stores.
Goals & Responsibilities:
1
View credit card usage & transactions.
2
Make hassle free credit card payments.
3
Activate memberships and avail relevant offers.
4
Encash the earn reward points.
5
Wishes to have an ad-on card for her spouse.
Seema Kapoor
Software Engg.
Age: 26 • Gender: Female
Education: Bachelor degree in Information Technology
Motivations:
1
Earn reward
2
Avail offers
3
Activate memberships for free
4
Save money
5
Incentives
6
Growth
Challenges:
1
Managing credit card on HDFC is a pain
2
Can only avail the offers via Smartbuy
Empathy Map: What do they say, thinks, feels and does?
Sees
Offers, Credit card usage, Earned rewards points.
Thinks
Manage credit card usage and bill payments, avail rewards points.
Does
Invites friends and family members for celebrations. Manage credit card usage and bill payments, avail rewards points.
Feels
Unhappy about the untracked expenses, limited offers and min. reward points on current card usage.
Mind Map: How do they understand the universe
Visual Design: New mobile native app designs
Home page
Details
1
Quick link to the categories for users to explore categories for shopping which user could find on the older web app.
2
Next comes the quick actions for the card management which let users to pay bills, view history and card details to view card numbers and cvv for making any purchase.
3
Shows the users Reward points which he can redeem.
4
Then goes the Times Internet properties and other premium offers
5
To add gamification, added swipe gesture to unbox weekly special offers.
6
Then shows up rest of the offers.
Card Management
Details
1
There are two card variants based upon users qualifications and spend limit and behaviour.
2
Card management page shows the details of card, along with the details such as Available limit, spend limit, Total outstanding.
3
Bill due shows all the details of the amount user has to pay and rewards points he has earned.
4
Smart statement shows the user spends across time period. Also, shows categories and merchants the most he spend on.
5
Similarly it also shows the rewards points he earned so far and what is the amount of points he would earn based on the current bill.
Interactions for Bills page
Generated bills and smart statements
Reward Points Achived
Reward Points & Redemption
Details
1
Show recent redemptions, so he could redeem same coupons or he could buy new or transfer it into to money and transfer back to bank
2
For redemption, user needs to drag and drop the coin on the coupon he wishes to redeem.
3
Shows the reward points he has earned and how much each reward points would translate in terms of currency
4
Tapping on password, he would view the passbook for the past earnings and redemptions.
Reward Points & Redemption
Details
1
Users can manage card from the app itself.
2
Also set card limits for domestic and international transactions.
Web app
Home Page
Card Management Page
Card Settings Page
Outcome & Impact
Without disclosing the actual metrics.
Significant app installs.
Increase duration for user per sessions.
New user acquisitions.
Conversions of the campaigns.
Users appreciate the offers, significant higher discounts, ease of use.
5% less complaints related to offerings.
Feedback on the new app
Majority of the users feel that they don’t get the personalised benefits as promised in the beginning. Thus, they would lose trust in the company.
They feel that the voucher offers are not lucrative enough to drive their interests.
Some even mentioned that these benefits are now basics of other credit cards available in the market and charges incurred are too high.
Offers are not exciting enough