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Bringing warmth and approachability to the Capital One Café web presence

Capital One | Product Design, Research, Strategy | 2018

Overview

Overview

By bringing warmth and humanity to the web experience for the Capital One Cafés, we presented visitors with a new narrative — one that helps them answer the key question, ‘What is this place?’

The result is a new web presence that leads with authenticity and community, and invites them to explore how Capital One’s new vision for banking can fit into their lives.

Role:
Lead Product Design

Team:
Emileigh Barnes, Danielle Kenwood, Matt Horton, Piotr Gregowski, Leanna Gong, Han Li

Context

Context

A Vision for Banking Reimagined

In 2014, Capital One radically shifted its brick-and-mortar strategy to reimagine the entire banking experience in a café environment.

New cafés were rolled out quickly and its website was assembled in response to the demands of various internal needs.

Opportunity

Opportunity

As the national footprint of the Capital One Cafés continued to grow, it became apparent that the Café web presence needed a refresh in order to better accommodate the needs of a growing number of visitors.

01 | Our Spaces

01 | Our Spaces

The “Our Spaces” page focuses on answering visitors’ top questions:

1) What are the physical spaces like?
2) How do they add value to my life?
3) How are they different from traditional bank branches?

02 | Events

02 | Events

In testing, the top two questions visitors had about events were:

- “Are events free?”
- “Do I need to be a customer to come?”

The Events page answers those top questions, and gives visitors more detail about to expect through event previews and authentic imagery.

03 | Money Coaching

03 | Money Coaching

This page progressively shares Money Coaching’s value, purpose, and unique ethos.

In testing, we found that visitors most need to know that coaching:
1) is not financial advice
2) is free, and
3) is available to everyone — not just Capital One customers.

Outcome

Outcome

The new set of webpages launched in Fall 2018, shortly before the first national advertising campaign for the Capital One Cafés.

Within the first week of launching,
- the bounce rate decreased from 90% to 50%
- sign up clicks for the Money Coaching program went from ~150 a month to ~300
- and the number of pages viewed per visit doubled