CASE STUDY
Redesigning Visa SavingsEdge to be a Best-in-Class Customer Experience
As the Senior Visual & Interaction Designer at Punchcut, I drove design on an intensive 8-week project to revolutionize Visa SavingsEdge, a platform offering cashback incentives for small businesses. The mission was ambitious yet focused: to elevate the platform into a cutting-edge, user-centric experience that would not only engage users globally but also provide a scalable solution for Visa's expanding market needs.
Visa SavingsEdge offers discounts to small businesses when they use Visa Business cards at participating merchants. The website is used for enrollment, offer browsing, account mgmt, and support.
↑ Original Visa SavingsEdge website
The SavingsNow enrollment experience and loyalty website needed modernization. The dated interface and user experience were hindering user engagement and integration.
↑ Before & after of Instant Savings & Instant Coupons from Visa SavingsEdge
A Modernized Experience
Foster user engagement by creating a modernized program that delivers an improved experience.
Global Scalability
Design with flexibility in mind to ensure easy scalability across global markets.
Seamless Integration
Craft a design tailored for effortless integration of APIs across a spectrum of client environments.
Seamless Migration
Streamline seamless migration of over one million Visa Business cardholders.
Improve Core Metrics
The new product will boost engagement, enrollment, and payment volume.
Generate Excitement
Build excitement with Visa teams and issuer partners about the new experience.
Drive New Partnership
Reposition Visa as a valuable partner with an experience that can be scaled globally.
We examined navigation, content hierarchy, brand presentation of member benefits, enrollment process, and overall brand personality.
Themes
Consumer loyalty programs provide valuable insights into content strategy, UX, and visual design. We analyzed benefit presentation, content hierarchy, and overall brand presence.
Themes
I collaborated with my team to revamp information architecture, simplifying enrollment and offer discovery and usage. User hero flows were then crafted to define key interactions.
↑ Information Architecture diagrams
↑ User Flows helped to define key interactions
The Solution
Over the course of 8 weeks, we redesigned the Visa SavingsEdge website to create a best-in-class experience for customers that’s both engaging and scalable.
A new experience, with more comprehensive offerings, guides users to enroll, discover benefits, and fosters repeated engagement with the platform.
The new design for the marketing Homepage, accessible when logged-out, encourages users to initiate activation and link their card through visually appealing prompts optimized for better conversion rates.
↑ Redesigned logged-out Homepage
Instant Coupons facilitates user activation by guiding them to link their card, while also offering access to view Instant Coupons without a card linked.
↑ Redesigned logged-out Instant Coupons
Activation and enrollment is designed with ease of use in mind. Steps are broken into digestible chunks with support copy guiding the user.
↑ Redesigned Activation & Enrollment flow
Login screen redesigned with new visual styles and components.
↑ Updated Login screen for enrolled users
The updated Visa SavingsEdge Dashboard offers improved onboarding and a clear overview of earnings and offers for new users.
Educational Modules
Time-based Interactive educational modules simplify user onboarding and prompt feature exploration.
Users can access the Cashback Tracker for intuitive earnings monitoring through interactive modules and a more indepth transaction table.
Revamped Explore Offer pages with simplified filtering and location search, allowing users to find and engage with relevant offers.
↑ Explore Offers lets users easily filter merchant offers & search by location
Selecting "Explore Offers" reveals a sub-navigation for offer types: Online Cashback, In-Store Cashback, Travel Cashback, and Instant Coupons. Each tab includes a "how it works" guide to familiarize users.
↑ Explore Offer tabs for different offer types
Users can find offers easily with the redesigned Global Search, with featured offers and real-time suggestions for quicker results.
Location-specific Offer Details provides a map/list view for convenience, and Standard Offer Details provide more relevant offers.
↑ Location-based & Standard Offer Details
User Profile and Settings with personal info, linked cards, password/security, and notification settings.
↑ Redesigned Profile & Settings for user account settings
↑ Design System for Visa SavingsEdge
Throughout the design phase, I worked to establish a robust design system for the new SavingsEdge website, referencing patterns from Visa's Product Design System. I prioritized accessibility and responsiveness, crafting interactive Figma components for streamlined prototyping and a toolkit for Visa to use in development.
Boosting global partnerships was a primary goal for Visa. Whitelabeled examples of SavingsEdge designs for issuer partner brands like DoorDash and Lili show how the system can be applied to custom experiences while maintaining a unified UX across platforms.
↑ Whitelabel design system & screen examples for DoorDash & Lili
Mobile Experience
In addition to the web experience, it was important to consider how the experience would translate to mobile. For the first version, the focus was on core features, but the design was created to scale for future mobile enhancements.
User-Centric Approach
Emphasizing clear pathways and effective communication prioritized user engagement and enrollment, ensuring a seamless experience.
Adaptable Design
The design adapts to partner merchant branding needs, ensuring a cohesive user experience while maintaining consistent UI.
Innovation Sparks Change
Embracing innovation drove transformative outcomes for Visa, proving the power of design to catalyze positive change.
Real-world Impact
The project's success is measured by its tangible impact on users' lives, reaffirming the power of thoughtful design.
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© 2024 ~ Sam Small Design