In Fall of 2024, the Brand Card Site Creative team faced a monumental challenge—modernizing our credit card product pages. This was a big deal because Capital One's card pages are among the most prominent areas of the site. Despite some initial hesitation from business partners, we were absolutely thrilled to tackle this re-imagining.
Laying a framework
Like any big task, we started with the basics: research. We audited pages across the site for ideas, dug up past tests to learn from, and did a thorough analysis of competitors to spot trends and find fresh approaches to content and UX. Then, we tied it all together in a comprehensive deck. This was our North Star that would guide our design choices and provide us with ammo for our decisions.
ExpEDITION Exploration
Then came the fun part: exploration! Armed with data and inspiration, we brainstormed ideas for different sections. My main focus areas were the two benefits sections, two of the most critical sections of the page. I knew these would make a big impact, so I left no stone unturned while delving into a world possibilities.
Flippin' Awesome
One of my most challenging tasks was the Flip Cards component. Unlike anything else in our library, it introduced animation and had to handle various types of content and be scalable across products. What started as a deep dive into carousel patterns evolved into a set of cards that users could flip to see more content. This area was of particular interest to us during user testing.
Designing Accordi(o)ngly
Another focus of mine was rethinking our general benefits component. It needed to accommodate a lot of content without cluttering the page. I explored repurposing existing components, tabs, and even fancy card-accordion hybrids. We eventually settled on a minimal accordion approach that starts collapsed, letting users choose whether or not they wanted to engage with the content.
reaching the summit
After creating nearly 20 new components, establishing a library to organize everything, conducting multiple rounds of user testing, and numerous reviews, it was time to release our creation into the world. We launched our reimagined experience on two separate pages. Although it was just two pages at the time, this project had a ripple effect on the team's designs and processes. It's definitely a success story and one of my proudest achievements at Capital One.