Diners.hr approached us to help them out with their web presence. Their current website was outdated, full of old landing pages and didn't perform well. It definitely wasn't aligned with the modern Diners card experience.
They wanted a fresh digital start that would fulfill their goals:
- position Diners as a modern brand
- showcase the benefits of their card
- drive new leads
That's where we jumped in, and here's how.
Targets & strategy
We analysed every piece of data, did a UX workshop with our client, revised the content and created new information architecture.
Three target groups were selected based on data and insights.
- Private users (85%)
- Merchants (10%)
- Business users. (5%)
UX & prototyping
After analyzing all the aspects of clients business we started creating. We made various prototypes and tested our ideas on target group sample. We decided to deconstruct the whole website and rebuild all segments from the scratch.
Responsive & good lookin'
Numbers beat assumptions. Always.
We created 5 types of tone of voice, ranging from loose street slang to stiff corporate lingo. After testing, we choose the one which performed the best.
Diners.hr now speaks in a direct and informal manner, explaining all the benefits to its customers without complex finance lingo.
On the other side, we retained visual recognizability with a simple “D” motive, not by polluting the users viewport with unnecessary elements.
A small detail that makes a unified experience and allows us to declutter the rest of the interface.
THE CARD in focus
The old unreadable list of cards was dumped and the main product put in the center of attention - the Standard Diners Club Card. Single card page is cleared of unnecessary information and the main benefits of the card put into focus.
By focusing on a single card which covers the needs of almost all users we've successfully shortened the lead generation journey and made the experience as easy as it gets.
Under the hood
The web is implemented as a server-side rendered single page application. SSR SPA allowed us a fast, flexible and stable end product. The site runs perfectly on all devices, it's blazing fast and fully SEO compliant.
It's a modern solution for a modern card company.
Bounce rate dropped
Conversion rate went up
Diners Club is now a modern card company that makes consumer’s life easier.
And we won the best website award for 2018.