Post MVP internal database for credit card offers that will allow for automation, transparency and validation across business and product. Database will also act as an API for developers.
Role
Product designer & content designer
company
RBC Royal Bank of Canada
duration
3 months
setting
Product and engineering support
business impact
Increase of reach for aquisitions
This tool was launched at the start of 2025 and it has provided ease, efficiency but most importantly reach for new clients and larger share of wallet for existing clients.
3x
Cards' team was able to have 3x reach through rotation of offer campaigns to more defined segments
90%+ improvement in cycle time
A request made to deployment on average took up to two weeks. Now business request to deployment happens in one day. Allowing teams to have a more proactive approach
27% increase in conversion
In first three months for clients who received another offer 6 months prior.
problem
Too many card offers to manage
Develop a database that allows for the growth of credit card campaigns through maintenance and automation for development of offers, lifecycle, and integration from legal to design to engineering.
research problem
Explored existing database
The existing database acted as my starting point along with my experience as a content designer who had to account for it when designing any card experiences. That and engaging with business, engineering, legal and product exposed so many areas that needed to be optimized for efficiency and scalability.
manual expiry
To add and expire offers requires a manual request to engineering to end an offer and change it to "expired"
discovery
Offers are currently under a card, which means hundreds of offers
not mobile friendly
There are no controls for content. Offers have different footnotes and content is very long. This is time consuming for engineering and restrictive for design.
roles & alignment
Emails and messages are used to the different campaign owners and product to gather and align on an offer resulting in late deployment.
solution
HMW remove manual management of existing offers?
Created the various fields needed for an offer. This tool will be used as an API that uses JSON as its data transport format. The various fields were specifically used to support that. The fields include specific labels including start and expiry dates that will help to automate active offers and expire offers based on input date.
We also expanded fields around segment and campaign allowing for immediate activation tot those campaigns to target specific groups.
solution
HMW make discoverability easier?
Each charateristic for an offer has its own field, which means each category can be used as a filter. Therefore users no longer need to search based on card, but instead can rely on either plus date ranges.
Search tool also provides filtering through elimination, meaning if a search combination does not exist the tool will still render results and show what category (minimum group) was eliminated from search due to no search results with the whole search.
solution
HMW ensure a more streamlined experience across all channels?
With the current database, there are no controls on the character count for offers with some offers being over 100 characters. Offers also have no controls over legal footnotes, which creates challenges when integrating legal with other disclaimers as there is often conflicts.
Character limits and designated footnotes allows for easier adoption and flexibility between platforms.
solution
HMW find a better way for alignment across teams?
This database is an internal tool that will run on internal networks. The information will hold no benefit if it got into the "wrong" hands. However, these offers hold significant importance as it applies to the bank and being executed efficiently and effectively.
Adding roles provides various levels of access, with unauthenticated, business, product and design.
Unauthenticated - will have view only access Design - will have access to view and edit the actual offer verbiage Business (campaign owners) - will have access to view, add and edit but not approve Product - will have access to view, add, edit and approve
impact
Streamlined efficiency
This internal tool gave back so much time to so many teams. Along with having one space as the source of truth it also provided a space for collaboration that was efficient and productive to meet the bottomline. Offers bring engagement which brings conversion and aquisition.
99% reduction
Engineering take ~3mins to integrate the offers as oppose to up to 5 hours.
120% increase
Offers are being deployed faster due to a more automated system
Alignment
Offers are no longer deployed late and it no longer needs to go through numerous people via emails and DMs
Design flexibility
Originally had to design specifically to hold very long content for offers. Now with design control, content follows content stuctures and can be included effectively for visual design
Errors down 87%
Human error still exists however there are less missed deployments or expiries
