A new standard for personalized service
Role
Producer
Design Director
Process
UX strategy
Prototype & Testing
Development
Marketing & Sales
Team
Senior Designers
Junior Designers
Design Manager
Strategists
Product Managers
Developers
Date
2016-2017
Introduction
The Visa Infinite portal provides high net worth cardholders access to personalized services and unique travel benefits. With a luxury hotel collection, discounts at high-end vendors, and travel emergency assistance, the card’s benefits are truly unparalleled. When competition from other credit card providers began to increase, I worked with Visa to strengthen the portal’s engagement with improved user experience and new features.
After a successful pilot with Chase the product was rolled out across North America, South America and Asia Pacific.
24/7 white-glove concierge.
Elevated Visa-exclusive properties.
Bookmarking functionality introduced.
Card pop-up. Book, share or read more.
Experience bundles.
“I want a card that’s designed around me. A card that understands the kind of life experiences I value and is more welcome everywhere I go. A card that offers personalized, human service from people who understand what really matters to me. I’m more interested in the benefits, experiences and services that a card offers than the status it accords me.”
User Insights
UX Strategy
Redesigned the complete portal experience: from initial contact and login, to in-product use, through post-use marketing. Introduced high-end travel photography to elevate the Infinite brand and launched new product features such as the ever-present concierge, a modern card-based user interface, and bookmarking.
Prototyping & User Validation
Ran multiple design iterations to finalize product experience. Conducted extensive user testing. Discovered that participants found the site trustworthy, professional, and inviting, and found the site’s usability and aesthetic to also be successful.
Development Support
Created UI rules and components libraries. Directed Visa’s developer team in building portal to design spec. Provided precise development guidelines and ran QA on final product.
Marketing & Sales Enablement
Directed creation of lux sales and marketing assets.
