Visa Member Benefits

Visa is a multinational financial services corporation. It provides a payment network for credit cards, debit cards, prepaid cards, and gift cards, facilitating electronic funds transfers practically everywhere around the world. Visa is not an issuer of credit or debit cards. Instead, it’s a network that connects consumers, merchants, banks, and other financial institutions. It helps money get wherever it needs to go. Although it doesn’t issue cards, Visa does provide certain benefits and services for cardholders. These benefits include Price Protection, Extended Warranty Protection, Return Protection, and more.

Benefits Shouldn’t Be a Challenge

After diving into user feedback and uncovering the pain points with the previous version of the site, I recognized a valuable opportunity to completely rethink the user experience, rather than simply refreshing the outdated design. The previous site had significant accessibility issues, lacked mobile responsiveness, and had accumulated a lot of design debt. As a result, users frequently encountered obstacles that hindered their ability to navigate the site smoothly, creating frustration and inefficiency.

Less Hassle, More Rewards

To ensure that the new design truly addressed user needs, I began by conducting extensive user research. This involved analyzing user feedback, reviewing analytics data, and performing interviews with key stakeholders. Through these conversations and data, I identified critical pain points such as poor navigation, complex forms, and the difficulty users faced when trying to complete their tasks. Additionally, accessibility challenges, such as color contrast and keyboard navigation, were highlighted as major issues.

Charging Ahead

Based on the insights gathered from user research, I began creating wireframes to outline the structure and flow of the redesigned site. These wireframes served as the blueprint for the new design, focusing on simplifying the user journey, reducing cognitive load, and enhancing task efficiency. The wireframes allowed for early-stage feedback from both internal stakeholders and users, which was crucial in identifying potential usability issues and ensuring the design was on the right track.

Once the wireframes were approved, I moved to the prototyping phase, developing an interactive prototype that allowed stakeholders and test users to explore the proposed changes in a dynamic environment. This prototype helped solidify the user flows, the layout of key pages, and the interaction patterns, and it provided a more tangible sense of how the final product would function.

Innovation Meets Accessibility

With the prototype and user feedback in hand, I moved forward with the visual design, ensuring that the site was not only functional but also aligned with Visa’s brand identity. The design featured a modern, clean aesthetic with intuitive navigation that guided users effortlessly to their destinations. I paid close attention to typography, color schemes, and layout to create a visually appealing experience while maintaining clarity and usability.

Incorporating the feedback from earlier research, I prioritized mobile-first design to ensure that the site was fully responsive, delivering a seamless experience across devices, from desktop to mobile. I also ensured compliance with ADA accessibility guidelines, making the site accessible to all users, regardless of ability. Key features like screen reader compatibility, proper color contrast, and keyboard navigability were built into the design to guarantee an inclusive experience.

An Experience That Pays Off

The final redesign resulted in a significantly improved user experience. The site was easy to navigate, visually aligned with Visa’s brand values, and fully accessible. Users reported that the site felt more intuitive, with fewer obstacles in completing their tasks. The redesign not only enhanced usability but also reinforced Visa’s commitment to accessibility and inclusion.

Through a comprehensive process of user research, prototyping, and iterative testing, I was able to deliver a solution that didn’t just improve the site’s look and feel but also created a more functional, inclusive, and user-friendly experience. The new site set a new standard for Visa’s digital presence, ensuring that the needs of all users were met, and leaving a lasting impact on the brand’s online identity.