Role
Service Designer
Date
2024
Industry
Banking
Role
Service Designer
Date
March - April 2025
Industry
Banking
Credit Card Proposition Design
Credit Card Proposition Design
Designing a savings-led credit card proposition for value-conscious customers. The Westpac Evolve Credit Card will be launched to market mid 2026.
Designing a savings-led credit card proposition for value-conscious customers. The Westpac Evolve Credit Card will be launched to market mid 2026.
Designing a savings-led credit card proposition for value-conscious customers. The Westpac Evolve Credit Card will be launched to market mid 2026.
The Challenge
The Challenge
As the cost of living rises, customers are becoming more selective with credit cards, favouring simple, everyday value over complex rewards and points.
Westpac’s Evolve Credit Card was designed to fill a gap in the market - offering straightforward, tangible savings for value-driven customers. The challenge was to define a clear, differentiated proposition that delivers meaningful value, is easy to understand, and fits seamlessly into everyday spending.
This project focused on identifying the features and savings offers that resonate most with customers, and shaping the end-to-end experience from activation through to ongoing use.
As the cost of living rises, customers are becoming more selective with credit cards, favouring simple, everyday value over complex rewards and points.
Westpac’s Evolve Credit Card was designed to fill a gap in the market - offering straightforward, tangible savings for value-driven customers. The challenge was to define a clear, differentiated proposition that delivers meaningful value, is easy to understand, and fits seamlessly into everyday spending.
This project focused on identifying the features and savings offers that resonate most with customers, and shaping the end-to-end experience from activation through to ongoing use.
The Process
The Process
Early discovery research highlighted strong initial appeal among value-driven customers, while also uncovering gaps in how the proposition was structured and communicated. I led Round 2 of concept validation, focusing on refining the core offers and understanding how target customers want to receive, use, and benefit from the card.
Target customers
The research focused on interviewing non-rewards credit card holders or seekers within the “Value Hunter” segment:
Early discovery research highlighted strong initial appeal among value-driven customers, while also uncovering gaps in how the proposition was structured and communicated. I led Round 2 of concept validation, focusing on refining the core offers and understanding how target customers want to receive, use, and benefit from the card.
Target customers
The research focused on interviewing non-rewards credit card holders or seekers within the “Value Hunter” segment:
What was tested
To explore the proposition's desirability and the end-to-end experience, 20 de-branded concepts across 6 scenarios were tested with 16 participants through in-depth 1-1 qualitative interviews.
What testing covered:
What was tested
To explore the proposition's desirability and the end-to-end experience, 20 de-branded concepts across 6 scenarios were tested with 16 participants through in-depth 1-1 qualitative interviews.
What testing covered:
The Results
The Results
Design recommendations
The mock-ups below reflect the refined proposition and experience design recommendations shaped by the customer research
Design recommendations
The mock-ups below reflect the refined proposition and experience design recommendations shaped by the customer research
Product Implications
Customer research surfaced key insights into the proposition with the below recommendations taken into business requirements.
Product Implications
Customer research surfaced key insights into the proposition with the below recommendations taken into business requirements.
The Learnings
The Learnings
Influencing within constraints: Learned how to drive meaningful customer impact even when core product decisions were already fixed, by focusing on proposition packaging, positioning, and experience design rather than redefining the product itself.
Using research to challenge assumptions: Customer insights revealed gaps in the desirability of the original product construct, particularly around offer value and behavioural change, enabling constructive challenge to internal assumptions.
Strategic storytelling: Strengthened skills in presenting challenging findings in a way that maintained stakeholder alignment, informed business decisions, and influenced downstream requirements
Influencing within constraints: Learned how to drive meaningful customer impact even when core product decisions were already fixed, by focusing on proposition packaging, positioning, and experience design rather than redefining the product itself.
Using research to challenge assumptions: Customer insights revealed gaps in the desirability of the original product construct, particularly around offer value and behavioural change, enabling constructive challenge to internal assumptions.
Strategic storytelling: Strengthened skills in presenting challenging findings in a way that maintained stakeholder alignment, informed business decisions, and influenced downstream requirements
The Feedback
The Feedback
“Therese has consistently delivered a high quality of work. Sitting in moderated user testing sessions she facilitated, I was impressed by the structure and delivery of the user interview – and learnt a lot from her user testing approach. Similarly so, sitting in Therese's socialisation sessions and reading through the insights, I was thoroughly impressed by the quality of her outputs. The research really helped to drive the next phase of design for the ESP credit card project.”
Sarah Cheng (Snr Experience Designer)
“Therese and I worked together when she organised and facilitated 16 concept validation and desirability testing for the Rewards component of the Everyday Saver Platinum project in the Credit Card CVP space. She created excellent wireframes, especially provided how early we were into discovery. She also was thorough in her testing and provided great insight that she was able to synthesise and share back to the team well. A lot of the insights from her testing were used as guideposts throughout the rest of the discovery and design for the card.”
Maria Reyes (Business Analyst)
“Therese has consistently delivered a high quality of work. Sitting in moderated user testing sessions she facilitated, I was impressed by the structure and delivery of the user interview – and learnt a lot from her user testing approach. Similarly so, sitting in Therese's socialisation sessions and reading through the insights, I was thoroughly impressed by the quality of her outputs. The research really helped to drive the next phase of design for the ESP credit card project.”
Sarah Cheng (Snr Experience Designer)
“Therese and I worked together when she organised and facilitated 16 concept validation and desirability testing for the Rewards component of the Everyday Saver Platinum project in the Credit Card CVP space. She created excellent wireframes, especially provided how early we were into discovery. She also was thorough in her testing and provided great insight that she was able to synthesise and share back to the team well. A lot of the insights from her testing were used as guideposts throughout the rest of the discovery and design for the card.”
Maria Reyes (Business Analyst)
Copyright 2025 by Therese Quiogue
Copyright by Therese Quiogue
Copyright 2025 by Therese Quiogue