Visa: Troon
MY ROLE:
I worked with Visa’s stakeholders and another designer to develop various personas with a storyline to tell an end user’s journey. I was responsible for designing user flows for the persona that the sales team could demonstrate to potential clients.
TEAM:
Lead designer \ PM \ Engineering
TIMELINE:
3 months
OUTCOME:
Develop various personas with a storyline to tell an end user’s journey to increase sales by 10%.
OPPORTUNITY:
An animation of Visa Features for Solutions in Sales Enablement Material. Solutions are a collection of Visa products and capabilities that tell an end-user’s journey. I worked on the customer journey for the Top of Wallet solution, where we showcase Visa’s products and capabilities for the Visa Signature card.
DISCOVERY:
All our research was done in-house with our sales and marketing team. We collaborated with both stakeholders and our product team to develop the persona and storyline benchmarks.
STRATEGY:
I had an opportunity to work on another team’s project called Top of Wallet Solution with the NA Deals Team. I collaborated with their team and another designer to develop a persona and journey with 6 key moments/storylines. These design artifacts will be used by the sales team in their day-to-day interactions with Visa’s clients. Solutions are a collection of Visa products and capabilities that tell an end-user’s journey. I worked on the customer journey for the Top of Wallet solution, where we showcase Visa’s products and capabilities for the Visa Signature card.
KEY DECISIONS:
• Added a search bar
• Insert the main information and have a full picture to show the experience
• Capable to view all information
• Fully complete message
• Made the message clear to the user by adding an icon
• Get the full wealth of lap luxury with the image of the car
• Full pages for the reservations
• Expand the image to full effect
• Made the full message more visible
• An additional success message
We demonstrated that Visa Signature card is the most used card globally of Visa’s products and capabilities. I collaborated with all stakeholders on developing the persona and storyline to tell the end-user journey.
1: Hotel Search Screens
2: Success Message
3: Car Rental Results
4: Reservations
5: Book Now Screen
6: Final Reservation Success Message
CRAFTING THE EXPERIENCE:
We had various revisions and ended up on this 6-step storyline. I will be showcasing a user flow for step 5.
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Customer applies for a Visa Signature Credit Card, receives a digital card, and accesses benefits
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Redeems a card offer, purchases a digital camera, and chooses to pay in Installments
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Customer taps to pay at the grocery store, earns rewards and unlocks a statement credit.
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Pays a phone bill using card-on-file and unlocks a cellphone protection benefit.
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Customer reserves a luxury hotel, Silvercar, and a Troon golf session for a family road trip
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Customer reviews her card statement and pays it instantaneously.
Overall design is showcasing the luxury products emphasizing the user’s experience for their family vacation. The tile and images are depicted bigger to have the customer reserve a luxury hotel, a Silvercar, and a Troon Golf session for their family road trip.
A11y annotations
All parties developed a user flow based on a storyline ready for user testing and demonstration by the sales team for future clients.
OUTCOME & IMPACT:
• Improved clarity around Visa's sales team deck.
• Simplified the redemption journey.
• Reduced friction by presenting information in a more intuitive order.
REFLECTION:
If I were to revisit this project, I would broaden the experience beyond individual screens and focus on the complete customer journey. Understanding how users discover, evaluate, and redeem their benefits would provide a more holistic view of the experience and uncover additional opportunities to reduce friction.