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.
On the other side, we retained visual recognizability with a simple “D” motive, not by polluting the users viewport with unnecessary elements.
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.
Under the hood
The web is implemented as a Single Page Application. SPA allowed us a fast, flexible and stable end product.
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.