Use case - Sales Tile Carousel

 
 

Customer Experience insights

Mobile app - Digital active users (~5.3M)

Today, 2024 Avg click rate on ~1.2%.

The goal is to increase Avg to ~1.5% in 2025.

Customers land on dashboard and tap on sales tile or swipe to explore offers.

opportunity

The bank is missing out on prime app real estate. Research shows that users are unclear about the offer value sales offers.

Users are not interacting with other offers available within the same tappable area.

Several teams add offers to this area by placing content as it fits without clear guidelines from marketing for content optimization, missing on a best-in-class experience.

  • Eyebrow: Misaligned in context to the content

  • “Close” icon: Inconsistent spacing / padding / alignment

  • Image: Not optimized to fit in the container / too small

  • Visual cue: The “next card/next offer” in carousel does not stand out

  • Content: Lack of guidelines within eyebrow / header / body

  • Call to Action: Not obvious to the user

  • Auto rotation: Elevate relevant content

 

SOLUTION

Image support (150% increase) - Swapping location to the right to use the space naturally formed at the end of paragraphs surrounding text

Character count (increase per line?) - With support for Spanish

Content hierarchy - increasing relevance for what’s important (ie: eyebrow from header)

Clarity of offers - Content Strategy Guidelines - for usage of eyebrow|callout - Header and body copy

Next card visibility - reducing width of card to allow for next card visibility

Increase tile height without sacrificing significant copy content.

(TBD) Visualize user’s engagement with sales tile (ellipsis/save icons) - version 2.0 plan

We updated the current campaigns to ensure compatibility with the new template. We also optimized the illustration gallery images as a one-time effort to ensure they fit properly within the sales tiles. Additionally, we worked with NBA to ensure that all existing campaign content aligned with the new template standards wherever needed.

Research shows that photographs of real people engaged in genuine interactions (lifestyle) can enhance emotional connection and trust, making the product feel more tangible and appealing to potential customers. According to a study by Nielsen, ads featuring real people can increase viewer engagement by 27% compared to those with illustrations, as they evoke a stronger sense of reality and relatability. This increased engagement can lead to higher conversion rates and more effective advertising campaigns.

 

Business Goal Achieved

Increased Mobile App sales tile impressions by 100% from ~26M to -52M

Increased offer CTR BY 10% (From - 5% 2H2022 to ~.6%

Tracked every impression (~105M+) to ensure presentation, visibility and actionability.