why

Rewards experience is dated, lacks a clear value proposition and is not a cohesive user experience.

How

Focus on the lifestyle aspects of our customers journey. Create an experience that feels custom and ties into the customers financial goals and plans. All under one digital experience.

what

Updating the Marketplace experience to drive acquisition. Create a Rewards experience within US Bank’s ecosystem that is powered by Episilon.

What do we purpose

Strive for an intutive, competitive (what’s in it for the customer) and confident experience. Helpful, beneficial....

Guiding principles for the northstar

  • Reinforce the benefits of my card at every transaction
  • On every transaction, confirm points total and threshold to “almost” redemption
  • Reinforce positive behavior and link the transaction to the benefit of the transaction. (Currently don’t do a good job of confirming rewards, which is reflective in our low redemption rate.) Spend it and get it.
  • Experience framework to think about: Accrue, View, Browse and Redeem
  • Top of wallet usage… value = spend

Nice to have fuctionality

  • Favorite “Rewards’ and possibly view progress to reward
  • Connect “Favorite Reward” to Goals and planning flow
  • Rewards earned boil up to Budget on Plan & Track
Competitive analysis

Unsecure screens

Key observations

  • Most competitors had this idea of “explore” rewards with the use of lifestyle imagery
  • Lots of white space with a mixture of lifestyle images and iconography
  • Focus on value props and card benefits

Secure screens

Key observations

  • User lands on overview dashboard – can select form multiple card account if available
  • Can see available points and point summary
  • Card benefits upfront
  • Offers available for selected card
  • Rewards are located on a seperate page
  • Categories for rewards filtering
Audit

Where we are and

Current experience today

The user has three ways of reaching their credit card rewards page:

  • My accounts dropdown > My rewards link
  • Clicking on account card which brings the user to Account details page and then the user most click on “Rewards details” link
  • User can click on “Redeem” link on account card located on dashboard

Where we are going

The current rewards marketplace experience focuses on the benefits of the cards and not the lifestyle and moments aspect.
Moving toward a human centric approach that has focus on the customers lifestyle and benefits that matter to their moments in life we will acquire more prospective credit card customers.
UX Flow

Laying the foundation

Wireframes

Drafting the blue prints

Concepts

Picking out the flooring

Now the fun begins! UX has been working on fleshing out the components for both the Marketplace and Autheticated space.

The team has taking a northstar approach where we hope to be able to leverage the Epsilon tools on our US Bank pages.

What stands us apart:

  • Favorite rewards
  • Associate rewards to goals experience
  • Rewards insights to leverage US Bank offering such as budget and planning
  • More to come!
Concepts

High fidelity mocks

TBD

Connection with Epsilon:

  1. User Experience Design: Deepen brand connection with Shield design components for seamless look and feel
  2. Spending category enrollment: Reduce clicks, remove additional authentication, allow email deeplink
  3. Cash Back Redemption: Remove need for customer to enter account and routing numbers to receive cash back

Pain points:

  1. Transaction level earning: Display points earned in line with transaction summary
  2. Category earning summary: Display overview of reward earnings by category
  3. Auto cash-back redemption: Preset thresholds for auto-redeeming cash back
  4. Push notifications: Expand push notifications for real-time rewards beyond most recent transactions within 24hours
  5. Pay bill with rewards: Enable ability to use cash-back redemption as credit card payment

Business Impact:

  1. ~1.3M Rewards calls per year
  2. 100K+ customer calls mentioning rewards per month
  3. 5% of quarterly complaint calls are tied to rewards and offers
  4. 15% of overall credit card satisfaction ties to rewards (per JD Power)
  5. 8+ point gap behind competitive average for existing customer satisfaction in rewards (redeem, view, understand – Qualtrics ECX)
  6. $XX revenue driven from rewards based products