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Bundled Offers

Bundling for Better: A Smarter Way to Cross-Sell & Upgrade

Overview

In this initiative, I played a pivotal role in developing a product-agnostic solution that enabled the marketing team to present a greater number of offers within a single touchpoint or user journey for existing card members. The primary goal was to strengthen relationships and increase revenue through fewer interactions. The broader objective was to create a system capable of dynamically displaying offers at various stages of a user's application journey. We aimed to assess whether this strategy would enhance the likelihood of users accepting cross-sell, upgrade, and additional cardholder offers.

User Experience Research

Through a comprehensive user experience research (UXR) study, we identified the optimal placements for additional cardholder incentive offers targeting upgrade and cross-sell card members. Key findings included:

  • Gathered qualitative feedback that informed other bundled offer initiatives in the product roadmap.

  • Gained insights into user interest and receptiveness to multiple offers within a single journey.

  • Determined the best placement for cross-sell card members on the "Add a Supplementary Cardholder" page.

  • Identified the ideal placement for the upgrade journey on the "Decision" page.

Targeted Features

The cards with the targeted upgrade feature integrated within the logged-in My Account Journey include:

  • Everyday Preferred

  • Blue Cash Preferred

  • Gold

  • Platinum

The cards with the targeted cross-sell feature integrated are:

  • Platinum

  • Gold

  • Green

  • Blue Cash Preferred

  • Blue Cash Everyday

  • Cash Magnet

Collaboration

This initiative was made possible through collaboration with various teams, including but not limited to:

  • Backend eligibility team

  • Personalized offers team

  • Marketing

  • Backend developers

  • Frontend developers

  • Analytics

  • Legal

  • Risk

  • Compliance

  • UX/UI designers

Business Outcomes

 The initiative yielded significant business outcomes, including:

  • $358 million in annual revenue.

  • 29,600 account conversions.

  • Increased cardmember satisfaction by reducing interactions while enhancing value through more benefits and services in a single user journey.

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