Product Website Revamp for PC Insiders World Elite Mastercard

Project Overview

To boost acquisition for PC Financial’s first fee-based credit card, the product page was revamped to highlight its unique value and appeal. Through user research, content audits, and competitor analysis, I identified opportunities to simplify complex information, emphasize key benefits, and encourage action. The result was a user-focused, SEO-optimized page that aligned with the brand’s tone and effectively engaged users from the first glance.

Problem Statement: 

The low application rates for PC Financial's first fee-based credit card could be associated with different reasons (e.g., debt-to-income ratio, employment and income stability, and even inflation). For the design team, this highlighted a critical challenge in how we have communicated the card’s value on its existing website and how users' perceived it.

Role: 

I was the only content designer on this project and was tasked with improving the overall user experience on the existing website.

My design process:

User Research:

To better understand the problem, I worked closely with the Product Designer to conduct unmoderated tests on 6 participants who had fee-based credit cards with a Canadian bank and were familiar with the PC Financial rewards system.

Competitive Analysis 

I studied the websites of the top 6 Canadian banks, as well as international banks (EQ, Wealthsimple, Tangerine, BMO, RBC, Scotia, Revolut, N26), and discovered:

• Content layout: EQ, Revolut, and Wealthsimple used headings to introduce new sections, which helped with information findability.

• Language: Most banks used a more conversational and human tone rather than sales or marketing speak.

• Fee callout: TD, Scotia, and BMO clearly highlighted the fees associated with their credit cards.

• Additional benefits: Top Canadian banks made their additional benefits more prominent.

• Visuals: Most banks used lifestyle images and prioritized security.

Content Audit

I analyzed the existing content on the product page to see what information could be repurposed, revised, or removed.

Content Mapping / Information Hierarchy:

Using Miro, I mapped out content themes, hierarchy, and the user journey for the product page based on findings, competitive analysis, and the content audit.

What I did:

Keeping the brand's voice and tone in mind, copy was written in a conversational and human tone to clearly address the pain points raised by users. The goal was to make sure content on the product page was clear, informative, and motivating enough to prompt users to act by applying.

• I made sure to lead with the product name, so users knew what page they were on.

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  Next, I repurposed the section of the page that had the fee callout by bringing it to the top and leading with the annual fee associated with the product.

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• Using headings, I introduced a new section to highlight specific benefits of this card that make it a premium option.

• The PC Express benefit header was revised from “Get a FREE PC Express Pass” to “Unlimited $0 grocery delivery & pickup” after discovering most users did not know what PC Express meant.

  
  

  

  
  

• The additional benefits section was moved to the top of the page and introduced with a header after research showed most people missed it. The copy was revised to be simple and clear, and a ‘Learn more’ CTA was introduced, allowing users to read more about each benefit.

  
  

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    A security piece was introduced on the page to help build the brand's confidence and user trust.

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      Overall, most icons and card art were replaced with lifestyle images.

Copy Testing

• Copy on specific sections of the page was tested to see if users clearly understood the product offering and whether the information was sufficient to help them make informed decisions.

• All participants now clearly understood what PC Express meant.

• Users appreciated how the benefits were broken down and how headers helped communicate sections easily.

Stakeholder Review/Management

• Review sessions were held with stakeholders across business, marketing, product, and legal to share research findings and explain the copy rationale. Overall, the feedback was positive, and any feedback given was reviewed before implementing on design before final sign off.

Design Handover

• I ensured the use of SharePoint and Figma for version control and a seamless design handover to the CMS Specialist.

Previous vs New Design Old Design

New Design

Results

Learnings

• Leave no room for assumptions when it comes to content. For instance, we assumed PC Express was widely known and resonated with users. Always advocate for post-launch analysis on every design published to monitor performance and check if the design is helping the business meet its goals. Content testing is key to determining how users understand and perceive a product.