Macquarie Bank aimed to enhance its card activation process by improving communication and simplifying the client journey, reducing downtime during card replacements. Through research, concept designs, and detailed MVP delivery, I led efforts to uplift the UX & UI, card packaging, introduce accessibility features, and implement a proactive notification strategy.
Macquarie Bank aimed to enhance the card activation experience for its clients by simplifying the process and improving communication. The goal was to reduce friction during card replacements and create a signature activation experience that fostered client satisfaction and self-service empowerment.
The primary goal for users was to deliver a fast, intuitive, and accessible activation journey. By addressing communication gaps and leveraging innovative technology, the experience aimed to minimise downtime and maximise ease of use, ultimately creating a seamless and enjoyable activation process.
As the lead on this project, I focused on transforming the existing card activation journey by mapping the as-is experience, conducting research, and delivering an ideal state solution. Here's how the process unfolded:
To begin, I mapped out the current card activation journey, identifying key pain points and technical constraints. The analysis revealed that clients were unaware of the card replacement process, and the UI caused confusion by making their current card appear unactivated. This led some clients to mistakenly enter the last 8 digits of their existing card — which matched the new one — unknowingly deactivating their active card before the replacement arrived.
I conducted extensive research, including:
Analysing call volumes to understand common client frustrations.
Gathering client verbatim feedback to uncover pain points.
Performing comparative analysis of innovative technologies such as NFC and camera scanning for activation.
These insights highlighted the need for better communication and a more intuitive activation process.
Guided by our experience principles, I collaborated with card and technology specialists through a series of workshops to ideate and refine solutions. Using the Hook Model as a framework, we explored strategies to drive habitual engagement, focusing on making card activation and notifications seamless and intuitive.
One key recommendation was to use the unique CVV number as the method of activation for all new cards, replacing the previous reliance on the last eight digits. Since CVVs are always unique, this approach would significantly reduce the risk of user error and confusion during activation.
The ideal state design focused on delivering a frictionless experience by:
Uplifting card packaging and incorporating a physical notch for accessibility.
Updating digital and physical messaging to clearly communicate the replacement process.
Presenting the ideal state to stakeholders, emphasising how these enhancements improve client satisfaction and reduce call volumes.
I led the delivery of the Minimum Viable Product (MVP) with a new notification strategy, providing clients with proactive updates on their card replacement status. This approach aimed to reduce downtime and increase awareness, with a plan to iterate and enhance physical card features over time.
Post-launch, I closely monitored data and client feedback to evaluate the impact of the uplift. Continuous analysis allowed for iterative improvements, ensuring the solution remained aligned with user needs and business goals.
Defining the problem to be solved
Mapping all communications, digital and physical
Ideating solutions
Final UI