Spender Type Tool
I partnered with product managers and an illustrator to create a tool that helped users search for credit cards based on their spending habits
In order to better market different credit card types, we categorized them under different personas that people could self-identify as. I partnered with product managers to define who these personas (or spender types) should be. We looked at user data and past research findings to examine people's spending habits and highlight the card types that would cover the widest variety of spenders.
For the MVP, there were only two inputs for the user: choosing their spender type and identifying their credit score. The key content for the tool was the names and descriptions of each spender type.
The idea behind this tool was to contextualize different credit card factors within real human behavior to help people more easily identify which cards make the most sense for them. Choosing a card category out of context looks much different than envisioning how that card fits into your lifestyle.
I tried to come up with attention-grabbing names for each spender type that people could identify with. For Student, I considered names like "Academic," "Scholar," "Pupil," etc. to make the name more interesting. These options rang as pretentious and inauthentic, though. "Student" may not be the flashiest descriptor but it's the most honest.
Once the descriptions were in a good place, our illustrator brought them to life to complete the picture of what each spender type was about.
"Foodie" was another title where I tried reinventing the wheel. I considered words like "Gourmand" or "Connoisseur" but those had completely different connotations. In the end, I realized Foodie was already a term people self-identify with so it was perfect for this tool.
Once the user chooses their spender type, they can see the cards recommended for them. If they decide these aren't what they're looking for, they can edit their spender type easily to see new cards.
RESULTS:
Within the first month of launch, we saw 15 new accounts created from users who engaged with the spender type tool.