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Capital One
Capital One
Capital One
Driving engagement and offer conversions for in-app messaging
Role
Experience Design Intern
Timeline
June - Aug 2025
Team
UX , Product, and Research Teams
At a glance...
Context
As part of the digital consumer products team, I led design efforts focused on increasing visibility and engagement with key offers and product adoption messages within Capital One's mobile app, serving over 10 million users.
Respecting my nondisclosure agreement (NDA), I cannot share the specific details until its public launch.
Context
As part of the digital consumer products team, I led design efforts focused on increasing visibility and engagement with key offers and product adoption messages within Capital One's mobile app, serving over 10 million users.
Respecting my nondisclosure agreement (NDA), I cannot share the specific details until its public launch.
Context
As part of the digital consumer products team, I led design efforts focused on increasing visibility and engagement with key offers and product adoption messages within Capital One's mobile app, serving over 10 million users.
Respecting my nondisclosure agreement (NDA), I cannot share the specific details until its public launch.
My Impact
I launched 11 design and content variations in a usability study with 300 participants to evaluate engagement with key offers and product adoptions, and synthesized these findings into actionable insights that informed the future roadmap.
My Impact
I launched 11 design and content variations in a usability study with 300 participants to evaluate engagement with key offers and product adoptions, and synthesized these findings into actionable insights that informed the future roadmap.
My Impact
I launched 11 design and content variations in a usability study with 300 participants to evaluate engagement with key offers and product adoptions, and synthesized these findings into actionable insights that informed the future roadmap.
RESEARCH
Current message placements struggle with banner blindness.
The modernization of the home page has made content consistent yet monotonous, and users have been so conditioned to the same content that they begin to just ignore it. This suggested an opportunity to explore new and impactful design strategies.
RESEARCH
Current message placements struggle with banner blindness.
The modernization of the home page has made content consistent yet monotonous, and users have been so conditioned to the same content that they begin to just ignore it. This suggested an opportunity to explore new and impactful design strategies.
RESEARCH
Current message placements struggle with banner blindness.
The modernization of the home page has made content consistent yet monotonous, and users have been so conditioned to the same content that they begin to just ignore it. This suggested an opportunity to explore new and impactful design strategies.
INSIGHTS
Message placements at the wrong moments hinder engagement and comprehension.
Customers already struggle to fully understand and utilize their offers, so determining the right moments and placements was key. I focused on optimizing marketing messages on the home screen and in critical user moments (e.g., after payments) to drive the most impactful improvements for our roadmap.
Based on competitive analysis and existing research, my key areas of focus involved both design and content strategy
Opportunities for exploration
01 New layout and content varieties
02 Use of colors and highlights to draw attention
03 Utilizing tags as urgency indicators
04 Incorporating imagery and graphic elements
INSIGHTS
Message placements at the wrong moments hinder engagement and comprehension.
Customers already struggle to fully understand and utilize their offers, so determining the right moments and placements was key. I focused on optimizing marketing messages on the home screen and in critical user moments (e.g., after payments) to drive the most impactful improvements for our roadmap.
Based on competitive analysis and existing research, my key areas of focus involved both design and content strategy
Opportunities for exploration
01 New layout and content varieties
02 Use of colors and highlights to draw attention
03 Utilizing tags as urgency indicators
04 Incorporating imagery and graphic elements
INSIGHTS
Message placements at the wrong moments hinder engagement and comprehension.
Customers already struggle to fully understand and utilize their offers, so determining the right moments and placements was key. I focused on optimizing marketing messages on the home screen and in critical user moments (e.g., after payments) to drive the most impactful improvements for our roadmap.
Based on competitive analysis and existing research, my key areas of focus involved both design and content strategy
Opportunities for exploration
01 New layout and content varieties
02 Use of colors and highlights to draw attention
03 Utilizing tags as urgency indicators
04 Incorporating imagery and graphic elements
FINAL DESIGNS
Discovering better design and content patterns for different types of offers.
Collaborating with the research, product, and design teams, I narrowed my iterations based on which designs would provide the most insights, based on our hypotheses and existing knowledge of our user behaviors.
Home Marketing
Improved urgency indicators for limited-time offers
We hypothesized that colored tags and using existing graphic elements more expressively, such as the shapes, layouts, animations, and color pairings, would create distinct yet cohesive offers that fit under existing brand guidelines for marketing used on other touchpoints, like email marketing.
Utilizing visuals to emphasize product offers
We hypothesized that highlighting numeric incentives and credit card art instead of illustrations would make offers clearer while allowing flexibility across campaigns. Since one challenge was designing adaptable layouts that different types of offers may use, working with the content team helped me consider my constraints for potential content and layout.
Confirmation Screen Marketing
Comparing specific vs. generic offers within key moments of task flows
Since pop-up offers often interrupt users’ flow, I explored ways to integrate promotions more naturally. I designed subtle, context-aware banners that remained visible without interrupting their primary task, positioned either at the top or bottom of the screen.
FINAL DESIGNS
Discovering better design and content patterns for different types of offers.
Collaborating with the research, product, and design teams, I narrowed my iterations based on which designs would provide the most insights, based on our hypotheses and existing knowledge of our user behaviors.
Home Marketing
Improved urgency indicators for limited-time offers
We hypothesized that colored tags and using existing graphic elements more expressively, such as the shapes, layouts, animations, and color pairings, would create distinct yet cohesive offers that fit under existing brand guidelines for marketing used on other touchpoints, like email marketing.
Utilizing visuals to emphasize product offers
We hypothesized that highlighting numeric incentives and credit card art instead of illustrations would make offers clearer while allowing flexibility across campaigns. Since one challenge was designing adaptable layouts that different types of offers may use, working with the content team helped me consider my constraints for potential content and layout.
Confirmation Screen Marketing
Comparing specific vs. generic offers within key moments of task flows
Since pop-up offers often interrupt users’ flow, I explored ways to integrate promotions more naturally. I designed subtle, context-aware banners that remained visible without interrupting their primary task, positioned either at the top or bottom of the screen.
FINAL DESIGNS
Discovering better design and content patterns for different types of offers.
Collaborating with the research, product, and design teams, I narrowed my iterations based on which designs would provide the most insights, based on our hypotheses and existing knowledge of our user behaviors.
Home Marketing
Improved urgency indicators for limited-time offers
We hypothesized that colored tags and using existing graphic elements more expressively, such as the shapes, layouts, animations, and color pairings, would create distinct yet cohesive offers that fit under existing brand guidelines for marketing used on other touchpoints, like email marketing.
Utilizing visuals to emphasize product offers
We hypothesized that highlighting numeric incentives and credit card art instead of illustrations would make offers clearer while allowing flexibility across campaigns. Since one challenge was designing adaptable layouts that different types of offers may use, working with the content team helped me consider my constraints for potential content and layout.
Confirmation Screen Marketing
Comparing specific vs. generic offers within key moments of task flows
Since pop-up offers often interrupt users’ flow, I explored ways to integrate promotions more naturally. I designed subtle, context-aware banners that remained visible without interrupting their primary task, positioned either at the top or bottom of the screen.
USABILITY TESTING
Users expressed their feelings and expectations towards offers depending on how and where they appeared in their journey
I conducted a total of 300 unmoderated usability tests with Capital One and non-Capital One customers with a goal to understand how users reacted to and felt about the new marketing message variants, and compare their sentiments to the current messages. Due to time constraints, I mainly focused on synthesizing the results from the end-of-task marketing message test.
Our testing validated that well-timed, subtle offers could be shown without disrupting task flow.
Insights
01 Specificity drives position reception
02 Users prefer non-disruptive placements
"And so if I was just paying a bill, I would think this would be a little bit intrusive, and very forceful in getting me to try and sign up for an additional credit card" (Disruptive placement)
03 Both top and bottom placements drive visibility and non-intrusiveness
"It's a nice place to let you know that you're pre-approved for something…and it doesn't distract you or get in the way of completing the task" (End-of-task)
04 Offers did not impact confidence in completing a task
USABILITY TESTING
Users expressed their feelings and expectations towards offers depending on how and where they appeared in their journey
I conducted a total of 300 unmoderated usability tests with Capital One and non-Capital One customers with a goal to understand how users reacted to and felt about the new marketing message variants, and compare their sentiments to the current messages. Due to time constraints, I mainly focused on synthesizing the results from the end-of-task marketing message test.
Our testing validated that well-timed, subtle offers could be shown without disrupting task flow.
Insights
01 Specificity drives position reception
02 Users prefer non-disruptive placements
"And so if I was just paying a bill, I would think this would be a little bit intrusive, and very forceful in getting me to try and sign up for an additional credit card" (Disruptive placement)
03 Both top and bottom placements drive visibility and non-intrusiveness
"It's a nice place to let you know that you're pre-approved for something…and it doesn't distract you or get in the way of completing the task" (End-of-task)
04 Offers did not impact confidence in completing a task
USABILITY TESTING
Users expressed their feelings and expectations towards offers depending on how and where they appeared in their journey
I conducted a total of 300 unmoderated usability tests with Capital One and non-Capital One customers with a goal to understand how users reacted to and felt about the new marketing message variants, and compare their sentiments to the current messages. Due to time constraints, I mainly focused on synthesizing the results from the end-of-task marketing message test.
Our testing validated that well-timed, subtle offers could be shown without disrupting task flow.
Insights
01 Specificity drives position reception
02 Users prefer non-disruptive placements
"And so if I was just paying a bill, I would think this would be a little bit intrusive, and very forceful in getting me to try and sign up for an additional credit card" (Disruptive placement)
03 Both top and bottom placements drive visibility and non-intrusiveness
"It's a nice place to let you know that you're pre-approved for something…and it doesn't distract you or get in the way of completing the task" (End-of-task)
04 Offers did not impact confidence in completing a task
NEXT STEPS
Future Recommendations
01 Consider adding messaging placements at the end of relevant tasks
02 Do specific or nothing at all, and only show placement when it's relevant
03 Don't flood the app with marketing placements
04 Conduct an a/b test to determine whether top or bottom placements perform better
NEXT STEPS
Future Recommendations
01 Consider adding messaging placements at the end of relevant tasks
02 Do specific or nothing at all, and only show placement when it's relevant
03 Don't flood the app with marketing placements
04 Conduct an a/b test to determine whether top or bottom placements perform better
NEXT STEPS
Future Recommendations
01 Consider adding messaging placements at the end of relevant tasks
02 Do specific or nothing at all, and only show placement when it's relevant
03 Don't flood the app with marketing placements
04 Conduct an a/b test to determine whether top or bottom placements perform better
REFLECTION
Challenges and learnings
01 Break down complex spaces with patterns
Diving into a space that had already been extensively researched made onboarding challenging. However, by taking time to connect with different teams, reviewing prior research, and building on those with my own findings, I was able to push the work forward and bring it to its next stage.
02 It's okay to pivot
In an ambiguous space with stakeholders from design, product, tech, and research, I learned how to handle shifting focus to align with evolving business needs. While my pivot in the beginning from servicing to marketing messages felt challenging at the time, it ultimately led to a stronger outcome and a successful final result.
03 Empower design decisions with system-wide level thinking
My strengths as a designer grew as I involved myself in cross-functional teams and processes. Understanding the broader ecosystem and how different products connect helped me strengthen my ability to make design decisions that were cohesive yet impactful at scale.
REFLECTION
Challenges and learnings
01 Break down complex spaces with patterns
Diving into a space that had already been extensively researched made onboarding challenging. However, by taking time to connect with different teams, reviewing prior research, and building on those with my own findings, I was able to push the work forward and bring it to its next stage.
02 It's okay to pivot
In an ambiguous space with stakeholders from design, product, tech, and research, I learned how to handle shifting focus to align with evolving business needs. While my pivot in the beginning from servicing to marketing messages felt challenging at the time, it ultimately led to a stronger outcome and a successful final result.
03 Empower design decisions with system-wide level thinking
My strengths as a designer grew as I involved myself in cross-functional teams and processes. Understanding the broader ecosystem and how different products connect helped me strengthen my ability to make design decisions that were cohesive yet impactful at scale.
REFLECTION
Challenges and learnings
01 Break down complex spaces with patterns
Diving into a space that had already been extensively researched made onboarding challenging. However, by taking time to connect with different teams, reviewing prior research, and building on those with my own findings, I was able to push the work forward and bring it to its next stage.
02 It's okay to pivot
In an ambiguous space with stakeholders from design, product, tech, and research, I learned how to handle shifting focus to align with evolving business needs. While my pivot in the beginning from servicing to marketing messages felt challenging at the time, it ultimately led to a stronger outcome and a successful final result.
03 Empower design decisions with system-wide level thinking
My strengths as a designer grew as I involved myself in cross-functional teams and processes. Understanding the broader ecosystem and how different products connect helped me strengthen my ability to make design decisions that were cohesive yet impactful at scale.