Credit card activation
& pilot launch
I led the activation of a new product launch inside a CapitalOne cafe; design & creative, people & process, digital on-boarding, physical card design, environment, vendors & agency relationships.
Our goal with this pilot was to launch ‘the credit card reimagined’ as a lifestyle product, inside a Capital One cafe, and collect hard data on the impact to our business.
During the three month long event we met our sign-up goals and saw an increase in card spend, increase in NPS, increased foot traffic in the cafe, and onboarding with our app clocked in at a 90+% success rate. Specific results are confidential.
My role:
Creative Director, E2E Customer Experience, design and research
Vision and go-to-pilot strategy & acquisition experience, project ambassador
Supervise physical card prototype development, Web/Mobile UX, environmental fabrication
Agency liaison and creative director of video, photography, 3D Video, marketing
This video was assembled and edited by the film director to be used internally as an all-hands hype-piece about the work we were doing in the Lab. The cafe and the cards were both created to make a special connection wih our customers.
I worked closely with the agency to produce the video that played on screen behind the card display. The full video featured all 5 card styles and was on constant loop, visible from outside at night after hours.
I assembled early vision pieces to help execs imagine using a cafe for a product launch
Pre-work included collaborative workshops to develop the experience blueprint
I had the blueprints translated into story boards to illustrate the E2E experience
I led photo shoots for modelling the cards, skateboarder Jasmine was a perfect choice
Early sketches become reality working closely with fabricators and designers
Concepts geet fleshed out in 3D before final fabrication and material selection
The custom-built display and wall highlights the cards, complete with 3D video on loop
Detail of final card trays installed around the display table
A streamlined application process made it easy for Ambassadors to collect sign-ups
Rigorous usability testing gave us the advantage of simplicity, clarity and efficiency, while collecting customer data
The sign-up app UI themes responded to the style and color of card chosen
Overseeing the installation of marketing materials and physical components
Ambassadors intercepted interested customers to provide information
Launch day was exciting for everyone, as we watched customers peruse in awe
On launch day I interviewed customers, cafe staff, and team members with a film crew
The final 5 card designs, all snug in the custom-made wallets I designed
Jimmy led his team of amazing cafe ambassadors during the launch
Outside the Capital One Cafe Rittenhouse Square in Philadelphia with visible signage to draw in the curious at night
I spent a lot of time on press with card manufacturers in Denver. Earlier materials research led us to factories in China, Japan, and Korea.
I worked with a vendor to manufacture this custom wallet and "thank you" cards