User Experience Design | Visual Design | Branding
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
End of 2017
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:
Make the platform easy and accessible for everyone, everywhere.
Showcase visually engaging content to excite users to drive them to our site.
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
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.
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.
RBC Blue Tint
RGB: 30, 98, 195
RGB: 254, 223, 1
RGB: 255, 255, 255
RGB: 139, 33, 75
RGB: 249, 63, 38
RGB: 252, 163, 17
RGB: 214, 206, 72
RGB: 170, 186, 10
RGB: 88, 136, 134
RGB: 0, 174, 181
RGB: 81, 181, 224
RGB: 37, 37, 37
RGB: 68, 68, 68
RGB: 88, 88, 88
RGB: 111, 111, 111
RGB: 234, 234, 234
Light Grey 2
RGB: 243, 244, 245
Call to Actions
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.