Accelerating Cardholder acquisition by gamifying rewards

Client Consultation as the Foundation of an Outcomes-based Approach

The key to an outcomes-based approach is understanding the client’s goals and measures of success. Sony wanted to create a frictionless migration experience for existing Sony cardholders and acquire a new generation of specifically PlayStation cardholders through their existing brand affinity with the console and its games.

Research & Discovery-Defined Insights

Our strategy and channel tactics needed to be informed by audience insights, targeting both existing and new potential cardholders. We interviewed PlayStation gamers and Sony stakeholders to uncover common cardholder customer service questions, concerns, and feedback, to better understand friction areas and the user journey.

Use a SWOT Analysis to Articulate UI/UX Features

I conducted a SWOT analysis of several key competitors to understand the co-branded rewards credit card market targeting the same or similar consumers. I analyzed their content strategies, page features, and functionality to inform our UI/UX strategy and uncover opportunities for differentiation in design and copy.

Design to Win, Even as a Second Screen

I reviewed analytics data to understand how traffic was getting to the Sony PlayStation website, discovering that 82% of visitors were on mobile devices. This finding underscores the likelihood that users would be ‘second-screening’ the landing page and email. With divided attention and a smaller screen, our landing page and email content had to be bold, clear, and concise.

Understand the Tech Stack

We wanted to pitch Sony on an innovative, interactive web experience. To do this, we had to understand their CMS (BigCommerce), current theme, functionality, and technical limitations. Per our initial insights, we knew motion would be effective with PlayStation audiences.

Branded Content + Value Propositions

The biggest reason PlayStation gamers would want this credit card is to receive PlayStation-related rewards, like early access to new releases and exclusive merchandise. We ensured the card's value (rewards from everyday purchases redeemed for PlayStation benefits) was communicated throughout the page. We used aspirational messaging, i.e., “Upgrade your everyday,” and “Earn more. Play more.” (Great work by Trever Campbell, the Copywriter on this project!)

IP Integration

We utilized PlayStation's intellectual property (IP) as much as possible, weaving creative assets from top games into the page design—and even the physical credit card designs. These were highlighted in a full-width banner to amplify the benefit of “customizable” card art, which we identified as a trend in our competitor research.

AI-Optimized Content

The page layout and content were optimized not just for search engine optimization (SEO) but also for answer engine optimization (AEO). We strategically included the types of content that AEO favors to win search engine visibility, clicks, and engagement: frequently asked questions (FAQs), structured content (schema), quantifiable benefits, a clear value proposition, videos, and multiple calls-to-action.