Project Summary
The largest project I worked on in my time at Ally revolved around designing and building a product page for the release of their first ever credit card in partnership with TD Bank. The design needed to be responsive, include some sort of rewards calculator, and the content on the page would need to be determined by a competitive audit since there was no precedent to go off of internally. For this project I worked with a small team of three that consisted of an Information Architect, a Content Strategist, and a Project Manager.
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Additional Info
Unlike some team projects, this was a true team effort. We met multiple times a week and hashed out concepts as a unit rather than just siloing tasks out by skill set. We began with a competitive audit to familiarize ourselves with how our competitors were speaking about and presenting their various credit card offers. We included a round of testing to see what customers liked or disliked about what certain cards were offering or how they were being marketed and then used all of this data to develop our strategy moving forward.
The results of our research showed that potential customers prioritized very specific pieces of information relating to credit card offers and we used this prioritization to determine the hierarchy of the page. Thanks to the wealth of information gathered in our research laying out the page became relatively easy. My specific role in this phase of the project included creating mockups of the page, creating the visual representation of the data that populated the page, and working with the Information Architect to translate the page across devices down to a mobile execution.
The final piece of this project was designing the interactive rewards tool. We ran this in parallel with the main page but it got it’s own round of research as well as testing to determine the most effective tool that not only served as a marketing device but was also useful to potential customers. In the end, we designed a very simple rewards calculator that highlighted the main benefit of the card and helped customers visualize how much they could potentially earn with their specific purchasing habits.
Once all of this work was done, there was an intense final round of testing on the entire page and then some revisions based on customer feedback. The final step was to put the finishing touches on the rewards calculator by adding some subtle motion to help customers understand how to interact with it. This added motion got one final round of testing before the page went into development.