Targeted Experiences with Brand Partnerships
Enhancing customer experiences with brand partners, evolving email campaigns and user journeys while leveraging data-driven segmentation for enhanced targeting and messaging.
ROLE
User Research, UX Design
DURATION
7 months
PLATFORM
Email
INDUSTRY
Financial Services
TOOLS
Miro, Figma, Adobe Creative Suite, User Testing, User Zoom
AREAS OF FOCUS
Research, Information Architecture, Omnichannel Experiences
Overview
As part of the Strategic Partnerships team for Discover at MCD Partners, I played a pivotal role in enhancing customer experiences for collaborations with major digital wallets and brands including Apple Pay, Google Pay, Samsung Pay, PayPal, Amazon, and Walmart.
Key Contributions
Together with our UX Lead, I conducted primary research by facilitating unmoderated interviews with target users and synthesized findings to inform internal teams working on Discover’s Strategic Partnerships projects.
Under the guidance of our UX Associate Director and client manager, I developed customer journey maps, email campaign flowcharts, and touchpoint maps. I also illustrated simplified servicing and marketing email journeys, facilitating informed modifications for consistent content and messaging by our creative teams.
Additionally, I audited and illustrated Discover credit card provisioning journeys and created flow charts for various campaigns, while also leveraging behavioral and psychographic segmentation to optimize email targeting and messaging in collaboration with the client’s in-house data analyst.