From Concept to Market: Launching the Rogers Bank Mastercard

Rogers Communications needed to quickly and effectively enter the competitive financial services market. This challenge was amplified by our starting from scratch; we had no existing creative assets or digital guidelines for the new banking venture. The primary hurdle was creating a compelling vision for the credit card experience that was powerful enough to secure executive buy-in for this major new business line.

The core goal was to define and execute a successful go-to-market strategy. This involved designing an interactive prototype from the ground up to showcase the product's cash back rewards potential and how it built loyalty with their existing customer base. Additionally, we needed to create a simple, intuitive credit card acquisition platform to minimize customer friction and reduce the need for call centre support upon launch.

1. Interactive Prototype to Secure Buy-In

At the request of the steering committee, I designed and delivered a compelling interactive prototype that showcased the core value proposition of the credit card: a cash back rewards program targeting existing Rogers wireless and cable customers. This prototype was the first tangible asset for the venture, turning an abstract business goal into a concrete vision that executives could see and support, leading to its approval.

2. End-to-End Digital Experience Design

From there, I started with a blank canvas; there were no existing digital assets or creative direction for the bank. The first and most critical step was to create the design vision.

With approval secured, I crafted the entire digital experience, from user workflows through to UI designs. This involved conducting UX research, defining the user journey for both new and existing Rogers customers, ensuring regulatory compliance, and maintaining brand alignment without the aid of pre-existing templates or patterns.

3. UI Framework Development & Implementation

To ensure a rapid and successful launch, I built a scalable UI framework that leveraged visual elements from the parent company (there was no brand guide for the bank). I worked closely with engineering and marketing teams to ensure seamless implementation, translating the approved design into a functional, market-ready platform.

• Accelerated Launch: The digital platform supported the successful and timely launch of the Rogers Bank Mastercard, establishing Rogers' entry into the financial services sector.
• Customer Adoption: The simplified workflows contributed to a significant number of application completions and initial customer acquisition.
• Long-Term Engagement: The success of the initial launch project laid the foundation for a nearly 10-year collaboration, including numerous enhancements to the bank's digital ecosystem.

A compelling prototype is the most powerful tool for earning executive buy-in, especially when forging a new path. By creating the vision from scratch and showing what could be, we were able to align stakeholders and secure project approval effectively. From there, we collaborated with internal teams to establish a visual identity for the Bank that was both unique yet related to the parent company. This project demonstrated that a well-crafted design process can establish conventions and foster a client relationship that lasts for years to come.

Core Strengths Featured in This Case Study

• Strategic Prototyping: Using design to create and validate a business concept in a vacuum.
• UX for Conversion: Crafting frictionless user flows focused on driving key business actions like product applications.
• Product Launch Execution: Leading the end-to-end design process to bring a new product to market with limited initial resources.