From storefront to smartphone: Ensuring a smooth credit card launch across platforms

A top Fortune 500 retailer partnered with Capital One to launch a new credit card, requiring a comprehensive messaging and experience strategy across in-store, online, and app platforms without disrupting the shopping journey.

The Situation

With an existing in-house designer and product owner stretched for bandwidth, Accenture came in to support the team in building out the necessary deliverables for the launch.

My Role

As Senior Designer leading a team of two, I spearheaded the development of an integrated messaging strategy. This involved crafting seamless narratives for web and native experiences while guiding a colleague in designing the main landing page.

Crafting Real-World and Digital Integration

Recognizing the need to introduce messaging without impeding the shopping process, I meticulously mapped out the checkout experience to pinpoint unobtrusive touchpoints.

Checkout Experience with associated payment screens.

Leveraging animations and prototypes, we identified the optimal moment post-payment to raise awareness about the new card, ensuring a harmonious pairing with the shopping experience.


Banner at Checkout


Payment Methods Banner


Payment Summary Banner

Strategic Messaging Deployment

With the client's expansive digital footprint, I put together a strategic approach to align messaging with the user journey, from initial discovery to card utilization. This involved streamlining communication, eliminating redundancies, and minimizing disruptions across various touchpoints.

Landing Page

There was a significant amount to communicate in terms of benefits, and considerations to be made when using this card. The messaging was complex, and the amount of stakeholders, many.

I provided guidance, critique and offered up ideas and considerations when it came to responsive viewports as well as frame by frame messaging and prioritization. I also coached on storytelling and stakeholder alignment, as the designer was taking concepts in with a goal of bringing a large group (from multiple companies!) together to work toward one direction.

Thanks to the Accenture team

Kelly Flathers | Ted Pioli