Task
Acquire customers looking for an online banking experience that allows them to represent their passions, affordably and reliably.
My role
Lead designer
Target customers
• Millennials
• Underbanked
• Brand enthusiasts
Design Challenges
Brand Discovery
• Scalability/versatility across an unlimited number of potential brands
• Offer for brand hero’s, promotions and a “branded” experience
Conversion Optimization
• Creating a look and feel that meet our needs, the partner brand guidelines, Visa / Mastercard requirements, and Federal banking requirements
• Acquiring new customers while minimizing acquisition costs
• Mobile-first
Key Pages
• Home page and Gallery
• How it works / FAQ / Informational
• Sign up page
Research and Testing
• Competitor research for variation inspiration and common practices
• A/B and multivariate testing of key pages
• Cross-functional collaboration on ideas and learnings (i.e. data science, engineers, marketing and design as part of a “testing culture”) with regular ongoing testing discussions
Success
• 83% of customer acquisition was through a mobile device
• Increase customer value 112% by optimizing for our most valuable customers
• Acquisition costs at roughly 20% of our competitors
• Growing customers from 0 to 500,000 in two years
Home page
Featured brand, build trust, faqs and card discovery
Other featured brands on home
How it works
FAQs and Trust Building
Sign up page
Designed to convert
Responsive layouts
Other brands
Branded sign up pages
Post-acquisition
Confirmation, push towards direct deposit and other promotions
In-page survey to identify valuable customers
OAuth conversion test
Thank you for checking out this project! - Jeremy Gelmtan
