Launching a new credit card product, Skye Mastercard and designing a seamless brand experience across every customer touchpoint from online to instore in 12 months.
Overview
A newly branded Skye credit card was launched where customers experienced a more seamless experience across every touchpoint from online to offline. I worked closely with a core product team to co-define all requirements and design all of the below deliverables.
Deliverables
Apple Pay Launch
Leveraging my previous years of brand experience, I designed a co-branded Apple Pay and Skye App for a marketing campaign informing customers of its feature benefits.
I mocked user flows, wireframes, prototypes, UI design, and responsive design for mobile and desktop, edited content across all digital assets and conducted usability testing to launch.
Above image: Co-branded Apple Pay and Skye website landing page and marketing email.
Website
To launch the new credit card and brand, I designed a consumer-facing website that informed customers about its features, benefits, and retailers and to apply online.
I conducted research, co-facilitated workshops, mocked user flows, site maps, wireframes, prototypes, edited content, usability testing, and developer handover.
Merchant Dealer Portal
To manage and track sales, merchant dealers use a portal. Working closely with the head of UX design, I mocked hi-fi prototypes and conducted usability testing before applying the final UI design through to developer handover.
Email Marketing
To drive customer engagement and educate customers about Skye products and their features, I designed a suite of email templates to develop brand trust and customer confidence. I designed all desktop and mobile screens, edited all content, improved all CTA copy and conducted email testing using Litmus.
Velocity Campaign
Working with the marketing and tech teams, I designed a co-branded campaign to entice new card customers to use their new Skye card when booking flights with Velocity.
Above image: Co-branded Skye and Velocity customer acquisition campaign enticing non-members to join to benefit from member rewards.
Digital Style Guide
Before Figma Design Systems existed, I designed a digital style guide that defined all the styles, fonts, colours and components for the Skye brand. I led developer walkthroughs and conducted design reviews to ensure consistency in the front-end build.
Above image: Examples from the digtal assets and brand style guide I created for engineering teams to implement across all digital Skye products.
Card Artwork
I designed a bespoke card design that would stand out in your physical wallet and strongly reflect the Skye brand.
Card Carrier Packaging
Working closely with the product and marketing teams, I designed card packaging concepts, prepared the final artwork and approved the final print.
Above image: Card carrier packaging for card activation.
Results
The brand and credit card launch successfully achieved the following results across online and offline customer touchpoints:
Apple Pay Launch & Website – Built brand trust and consistent communication kept customers informed of new card features.
Merchant Dealer Portal – Merchants could track their sales pipelines and follow-up leads to generate new business.
Email Marketing – The email campaigns resulted in a 30% OR (Open Rate) with a steady 20% CR (Click Rate).
Velocity Campaign – Sign-ups increased by 10-15% since launching the campaign.
Digital Style – Developers built consistent UI elements across all digital projects.
Card Artwork – Consistent Skye branding for a minimal, cutting-edge card design.
Card Carrier Packaging – 100% card activation by customers.
