RBC Rewards

User Experience Design | Visual Design | Branding

The Challenge

RBC Rewards is a digital program that has been rewarding its loyal clients with exciting trips, a vast selection of merchandise and experiences. However engagement and opening rate has started to see a decline due to a usability problem.

Copy Writer: Jackson Byrne

Accounts: James Rutledge, McKenzie Clune

In collaboration with RBC Frameworks, Rewards & Ecrm teams

My Role commenced from early 2017 – end of 2017

2016

Early 2017

End of 2017

Research done by RBC eCRM Team

Research & Heat Map Findings

  • The new template has a lift up to 50% in average CTR%. New template open rates increased by 2% 

  • Lower content blocks have a lower CTR. Emails with more than 4 content blocks have a dramitically lower CTR

  • A spike is seen on the Rewards website page every time a enewsletter is deployed

  • A good promotion drives a higher CTR

Research done by RBC eCRM Team

  • Avion new template had a 38% lift in overall CTR

  • Clients are clicking less on hero images and more on body

  • Footer has 3x more clicks than the old

  • Side by side imagery CTR is more favourable on the left

  • Merchandise has more CTR on coloured backgrounds than white

UX & Strategy

Our goal was to recapture the the excitement of having a rewards program with great experiences and merchandise all at your finger tips. We wanted to start from the bottom up with a new Visual system, and content that would evolve as our rewards program and users grow with it.

 

 Our goals were to: 

01.

Make the platform easy and accessible for everyone, everywhere.

 

02.

Showcase visually engaging content to excite users to drive them to our site.

03.

 Educate our users with a retail driven insight approach to redeem great offers.

Optimizing the Flow

RBC Frameworks designed the wireframe as a starting point for the eNewsletters. From there we began to optimize the image specifications, headlines and copy lengths for the diverse content blocks to adapt to our new system.

Wireframe developed by RBC Frameworks Team

1/4

Standardizing our Content

Having a diverse range of rewards from merchandise to experiences and so much more often led to confusion on how content would live. To simplify the process, we standardized how each content block would be implemented by using four categories to optimize legibility/readibility.

Old

New

Simplifying our Programs

RBC offers a number of incentives for its users to redeem financial services with their points. However, describing the offer in body copy or an image can be a little vague. With animated illustrations we can translate a lengthy process into simple and engaging content. 

Constructing a Component Library

RBC Rewards publishes two-three eNewsletters a month and anywhere from 2-6 versions in English and French to target 5 million users across Canada. With many third party partners and tight timelines, we faced a challenge to optimize our approval process effectively and efficiently. To start, we designed a component library that consisted of UI components, partner logos and design tokens to create a consistent visual language no matter who's working on the eNewsletter.

 

Colour Palette

Primary Colours

RBC Blue Tint 

HEX: #006AC3

RGB: 30, 98, 195

RBC Yellow

HEX: #FEDF01

RGB: 254, 223, 1 

White

HEX: #FFFFFF

RGB: 255, 255, 255 

Accent Colours

Voilet

HEX: #493D63

RGB: 73,61,99

Wine

HEX: #8B214B 

RGB: 139, 33, 75 

Warm Red

HEX: #F93F26

RGB: 249, 63, 38 

Sun

HEX: #FCA311

RGB: 252, 163, 17 

Pear

HEX: #D6CE48 

RGB: 214, 206, 72

Apple

HEX: #AABA0A

RGB: 170, 186, 10

Seaweed

HEX: #588886

RGB: 88, 136, 134 

Teal

HEX: #00AEB5 

RGB: 0, 174, 181

Sky

HEX: #51B5E0

RGB: 81, 181, 224 

Tones

Black

HEX: #252525

RGB: 37, 37, 37

Dark Grey

HEX: #444444 

RGB: 68, 68, 68

Grey

HEX: #585858

RGB: 88, 88, 88

Grey 2

HEX: #6F6F6F

RGB: 111, 111, 111

Light Grey

HEX: #EAEAEA

RGB: 234, 234, 234 

Light Grey 2

HEX: #F3F4F5

RGB: 243, 244, 245

Call to Actions

Primary

Secondary

Tertiary

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Finalizing the Design Standards

The final task was to design our Creative and Design standards for future designers, copy writers, accounts and art directors to use as a foundation. The twenty-two page standard acts as a starting point as we continue to test, optimize and evolve our content to adapt to our clients business goals as they grow.

© 2019 by Tyler Dean

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