Product Strategy • Research • UI Design • UX Design • Prototyping & User Testing •
Campaign Design & Direction
With over 300,000 rewards customers and lots of earning and reward options to choose from, ANZ Rewards is a very competitive rewards credit card product in Australia.
ANZ wanted to build a stronger relationship with their customers and increase engagement. They had minimal communication with their rewards customers and felt there was a disconnect with this loyal cohort. They wanted to create more meaningful connections.
To send personalised email communications to ANZ Rewards customers using data with personal information, relevant offers and messages delivered at appropriate times.
The email template needs to work for all email types including educational, promotional and service announcements. It also needs to be mobile responsive and support segmentation of variable data, infographics and images.
We mapped out ANZ Rewards customer journeys to determine key milestones. We determined five key email categories: onboarding, educational, promotional, statements and services.
Within the team, I conducted competitive research to understand what others in the industry are doing. I explored email design systems and modules that work and can be easily adapted depending on email type. We tested low-fidelity sketches with users to figure out what resonated most.
Our team consisted of designers, data analysts, developers, marketers, IT and account managers all working together. We collaborated with the client by running workshops and concept presentations.
All emails were built using new systems and platforms that we had never used before. For monthly statements we were required to display points balances, earnings and spendings. This process took a lot of effort. It required strong teamwork between designers, developers and data analysts to ensure information was showed in a way that is meaningful for the customers and displayed seamlessly on all devices. There was a lot of testing and iteration to achieve a result we were happy with.
I created an easy-to-update modular design system based on what resonated most during design and testing. The final email template was fully customisable, automated and supported personalisation and data segmentation. Up to five campaigns were sent on a fortnightly basis to up to 80,000 ANZ Rewards customers per campaign. We also captured click and open rates to analyse the email performance with a view to future improvements.
Our process covered research, strategy, concept, design, prototyping, development, testing and launch. It took nine months to deliver this project.
The ANZ Rewards Lifecycle Campaigns achieved strong unique open rates and click rates. The campaigns exceeded objectives, driving long term loyalty benefits. Business value to ANZ was increased with strong ROI performance.