MARKETING

Credit card welcome kit

Cardholders are now able to access their card's welcome kit online at any time, instead of relying on a physical welcome kit.

Introduction

Provide the essence and experience of physical Welcome Kit through digital channels. Designed a credit card Welcome kit together with Marketing to convey all necessary information pertaining to the client's card so they can get the full use of their credit card.

Team - Commerce Storefronts

Year - 2025

Main stakeholder - Marketing

Role - Led visual design and strategy. Collaborated with content designer

Channel - .com | Version also created for Wealth Management

Research & Insights

Marketing did research prior to design engagement. Marketing teams targeted the key demographic for this credit card and conducted user testing. The key demographic were wealth management clients and people with a high net worth, since this credit card would be the most premium credit card for the bank.

Card needs to show tangible benefits

While card is premium and considered a travel card, users saw real benefit in the card being beneficial beyond travel needs

Liked the concept of being pampered and having access to services and assistance whenever needed.

Want lightness that comes with increased simplification.

Defining the Product

Scanability

Make it simple for users to find what they are looking for.

Informative

Give full scope of features, including requirements to be eligible

Access

Provide links and directions on how to unlock card features and benefits directly from welcome kit

Luxurious

Underlying theme to exude luxurious lifestyle and how card can support that.

Design process

Colour theme

To embody light and airy, lighter tones from the design library were used. The idea was to allow the user to feel relaxed and supported through all of the perks available with this credit card.

Push back - there were differing ideas of what luxury looks like with many stakeholders wanting all black. There was a compromise to keep banners on each page black.

Imagery

To convey the idea of luxury, images were utilized. Marketing's direction was that this is essentially replacing the physical welcome kit, so with that images are used throughout, but with as much balance as possible, since the welcome kit will be for people coming for information versus discovery.

Interaction

Bundle all information into categories and utilize tabs for user to go from one category to the next. Header, hero section with "Activate now" primary CTA, contact information, and footer section will remain fixed and consistent for each tab.

Technical limitations

Page being built on Adobe Experience Manager, means that while slight modifications can be made, design should adhere to component library and AEM capabilities as much as possible. Also means that not everything on Figma is interpreted the same on AEM

Final designs

Hero

Hero remains fixed despite what tab the user is on. Used a background image to add feeling of free and light. Also to set this card apart from the other credit cards. For accessibility purposes we did add a colour block panel behind the text

Primary CTA

"Activate now" is the primary CTA as that is the main action we want cardholders to take. The CTA is on the hero and also a sticky, so will move with you as you scroll. This is in line with CTA interactions at the bank.

Tabs

Four categories were identified, which were used for each tab. These categories are the main sections for the card. By using tags, this allows the user to find what they are looking for faster.

Images

In working on the concept, images were selected from Getty images, which the business then acquired. Did not want to add images just for the sake of adding images, so made sure they added context and provided visual support to the information the user was reading. Images also helped break up the intense wall of text as we did have to share a lot of varying information by nature of what a welcome kit is intended to be.

View full wireframes - Desktop | Mobile

Where are we now?

This Welcome kit and Product page were both launched at the start of 2025. Moving forward, as more Welcome kits are to be created, I have been working on optimizing some of the design decisions seen here, as well as creating structures for content, given my content background. With this optimization, the process to create a welcome kit should take a few weeks and content should be standard as there are use cases across all credit cards that can be adapted and reused within the four categories we see above.

Contact me

Want to get in touch to discuss opportunities to work together

Send me a message

Thank you! Your submission has been received!

Oops! Something went wrong while submitting the form.