Delta Business Credit Card Refresh

Annual Business Impact Expected: $50 million+

In response to recent adjustments in Delta Skymiles’s rewards program, a strategic initiative was undertaken to revamp and reinvest in the co-brand for future growth prospects. As the lead designer spearheading this relaunch, my responsibility centered around creating a dynamic Delta Business Reserve product display page and refreshing the Delta Business Platinum and Delta Business Gold product display pages, optimizing them for desktop and mobile interfaces.

The redesign of these three product display pages within the American Express co-branded Delta Business credit card portfolio introduce new and enhanced benefits and serve as a catalyst for inspiring numerous business card acquisitions and attracting new customers. This design endeavor reflects a commitment to innovation, premium user experiences and strategic design decisions aligning with co-branded credit cards.

The team began by defining stakeholders and user personas for each Delta business card, leveraging insights from the comprehensive marketing toolkit. My design approach aimed at aligning with both American Express and Delta branding requirements, with a primary focus on driving new acquisitions among small business owners.

Delta Reserve

To establish the Delta Reserve Business Card as the premium Delta co-branded card, the product display page required a hero module. I designed several options to present to the team, showcasing the concept of premium business travel, a key objective of the Delta Business Card refresh. I experimented with gradients (using the recent success of the Business Gold and Business Platinum relaunches as inspiration) to allow the card art to stand out and the Delta diamond weave pattern to integrate the Delta and Amex brands.

Delta Reserve Hero Design

Design Iterations - Gradients & Delta Diamond Pattern

The final hero design features a woman in yellow, a complementary color to the purple card, navigating the airport, enhanced with gradients to ensure the purple Delta Reserve credit card imagery pops and complements the overall visual appeal.

Final Hero Design Desktop

Final Hero Design Mobile

To ensure Delta Reserve stood out as “premium” to the other Delta business cards, I was tasked with designing benefit tiles that provide the user with information on card benefits and partners. Enlarging and embellishing the Delta Reserve benefit tiles with imagery mirroring the design pattern of American Express’s Platinum consumer credit card created a consistent and high-end feel. In addition, the tiles are interactive and flip around to reveal more information.

Delta Reserve Benefit Tile Design

Design Iterations Desktop - Experimenting with imagery, tile layout, logos & iconography

Design Iterations Mobile

Final Reserve Tile Designs - Desktop & Mobile

Delta Platinum & Delta Gold

Delta Platinum & Gold Tile Design Iterations

For Delta Platinum and Delta Gold, I needed to take a different approach than the Reserve to showcase the card benefits. I experimented with varying tile layouts, using imagery and iconography to differentiate these tile designs from the Reserve tile designs. The marketing team suggested using a carousel to showcase benefits.

Design Iterations - Tile Adaptations

Design Iterations - Vertically Stacked Tiles

Design Iterations - Carousel

Delta Business Platinum & Delta Business Gold Tile Design A/B/C Test

Knowing the potential pitfalls of carousels hiding information from the user, I designed a new double carousel component, mitigating accessibility issues and user abandonment concerns. An A/B/C test is being conducted on desktop to evaluate the performance of this new carousel component against the two other benefit tile versions including 4 tiles with images and another version that has 2 tiles with images and 2 without. Whichever performs best from a user perspective will be the permanent tile display on Delta Platinum and Delta Gold. The tile designs on mobile interfaces will remain static with an image, as there is not enough need to conduct an A/B/C test.

Carousel Design: I created a double carousel that features 2 benefits at a time. This new carousel design only has 2 slides, meaning it is more likely a user will click through.

Gold

Platinum

Tiles with 4 Images: I designed a tile version featuring images on each tile, similar to the Delta Reserve tiles except they do not flip over to display more information.

Gold

Platinum

Tiles with 2 Images & 2 Without: The final design being tested contains tiles with 2 images and 2 without, establishing a further differentiation from the premium Delta Reserve tiles.

Gold

Platinum

Compare Section

In addition to the benefit tile usability test on Delta Business Gold and Delta Business Platinum product display pages, the team is conducting an A/B/C test on the “card compare” block located at the bottom of the product display page. This test aims to determine which design garners the highest click-through rates. Unlike the compare section for traditional Amex cards, the focus here is on the co-branded Delta cards. To enhance visual appeal, I began initial design iterations by incorporating the Delta diamond weave pattern and card art, and presented these to the team.

Beginning Iterations

A/B/C Test

The first design, the control, is already integrated into existing product display pages. It automatically populates in a 3-tile format, featuring the Business Platinum (non co-brand but Amex’s most premium card and most similar to the Delta Business Reserve card), alongside the other two Delta business cards in the portfolio. For example, on the Reserve product display page, users would encounter the Platinum Business card, Delta Platinum Business card, and Delta Gold business card. This design offers a snapshot of key information for each card, including the annual fee and brief description of main benefits.

Cell 1: CONTROL

Delta Reserve

Delta Platinum

Delta Gold

Similarly, the second design adopts a new 2-tile format I came up with, exclusively showcasing the Delta co-branded business cards.

Cell 2:

Delta Reserve

Delta Platinum

Delta Gold

Finally, the third design features a compare banner displaying all three cards, accompanied by a “compare” button that directs users to a detailed comparison page.

Cell 3:

Delta Reserve

Delta Platinum

Delta Gold

The strategic initiative to revamp Delta Skymiles's co-branded cards was a comprehensive effort aimed at driving future growth prospects. As the lead designer, my role in creating dynamic product display pages for the Delta Business Reserve, Platinum, and Gold cards was pivotal. By aligning with American Express and Delta branding requirements and focusing on driving new acquisitions among small business owners, the team ensured a user-centric approach. The innovative design elements, such as the hero module for the Delta Reserve and the double carousel component for the Platinum and Gold cards, reflect my commitment to enhancing user experiences. Through usability tests and A/B/C testing, I refined the designs to optimize user engagement and drive customer acquisition. Overall, this redesign initiative underscores dedication to innovation and premium user experiences, positioning the co-branded Delta Business credit cards for continued success in the competitive market landscape.

FINAL PRODUCT DISPLAY PAGES