Upgrade from no fee to fee based credit card

Problem Statement

Introducing a fee-based card to a user base accustomed to no-fee products presented a dual challenge:

• User Hesitation: Users might be reluctant to accept a fee-based card, requiring clear communication of the value proposition to address objections.

• Content Placement: The in-app offer tile had limited space, demanding concise yet impactful messaging to grab attention and drive action.

My role as a Content Designer was to craft persuasive and user-focused content that effectively communicated

Goals

• Create compelling messaging to encourage upgrades.

• Highlight the card’s key benefits and welcome offer within the space constraints of the offer tile.

• Ensure that messaging is clear for users throughout the upgrade journey.

• Maintain consistency with PC Financial’s brand voice and tone.

What I did:

Stakeholder alignment

To ensure the project met both user and business needs, I met with stakeholders in business, product team, and brand to ensure we were all aligned on business goal and to clarify on important message content should be hitting.

Research

Next, I analyzed competitor strategies for promoting premium credit cards and found:

• TD Aeroplan Visa Infinite Card (Canada) capitalizes on its partnership with Air Canada by offering exclusive perks such as priority check-in, boarding, and a free first checked bag on Air Canada flights.

• Sign-up Bonus: TD offers attractive welcome bonuses (e.g., up to 40,000 Aeroplan points).

• Chase Sapphire Reserve(USA): Uses generous welcome offers (in points, cashback, or perks) are a common tactic to attract new cardholders or drive people to upgrade.

Content strategy

•   I made sure to highlight PC Insiders World Elite card’s top benefits, such as exclusive perks, and positioning the welcome offer as an added incentive. In general, emphasizing the value to existing users’ to drive them to upgrade.

• On the next screen, keeping in mind that most of these users might not go the website to read more about the card, I gave a detailed breakdown on what the new card has to offer. I made sure the annual fee was properly called out for transparency, and made sure content was accessible.

• Lastly, after existing users go through the upgrade flow, the success screen presented them with important information they should know like what will happen to their current card, when their new card will arrive, and what will happen to their existing additional card holders.

• A CTA was also introduced that takes them back to their dashboard.   

Testing and refinement

I created multiple content variations and collaborated with the designer to test different layouts and messaging styles on PlaybookUX to see what style user found very clear and drove them to upgrade.

Brand review

I met with the brand team to share my rationale on choice of words, and user feedback gotten from testing to make sure developed content met all the brand guidelines. This step was necessary as it was a new product and in as much, I wanted it to feel new and refreshing, I had to make sure it fits PC Financial’s brand voice and tone.

Stakeholder review

I met with stakeholders again to make sure everything we had agreed on was met and any new suggestion was taken and categorised into ‘must have’ and ‘nice to have’. Any feedback classified as ‘nice to have’ was written down to be implemented at a much later time. While ‘must haves’ generally had legal implications.