Making membership meaningful for new credit Card Members

The Opportunity

In financial services, compliance makes a consistent welcome experience tough—the fine print is always changing, and printed materials never stay current for long. Enter a new suite of digital welcome guides for incoming Card Members.

The Insight

Making crisp, scalable websites was table stakes—our real aspiration was to bring these welcome guides beyond brochureware to drive member engagement with the full host of benefits and drive spend on the card for true ROI.

The Solution

We developed a template for digital welcome guides that’s as elegant as it is easy to version out. Each guide opens with a splash—an aspirational homepage that gives users wayfinding through the different categories of card value—before taking them through a curated tour of the different categories of card value and giving Card Members easy ways to start enjoying their benefits. Interactive modules put legal caveats in easy reach while reducing cognitive load. A warm welcome? Put it on the card.

The Results

Our clients count the digital welcome guide program as a huge success. Compliance-driven changes are typically implemented within 1-2 weeks, and it’s easier than ever to adapt the experience when a new feature or legal restriction pops up.

Even better? With a digital experience and interactive touchpoints, our clients now have visibility into traffic and user behavior like never before.