Capital One Rewards Redesign
Capital One’s rewards site suffered from confusing navigation, poor integration between EOS and Rewards, low customer satisfaction and engagement, and weak messaging. While Capital One had put much effort into it’s products and services, many existing customers lacked awareness of the diverse redemption options and retail opportunities contained in the current experience. As well as the existing loyalty services offered online, e.g., preferred merchant network. Customers also lacked general awareness around what product they currently had, including its Rewards components.
Questus partnered with Capital One to establish a strategy that would create a more intuitive and engaging experience for consumers, as well as a seamless and consistent experience amongst partners. The new site allows Capital One to encourage the “earn”, makes redemption easier and more frequent, and provides a clear articulation of the program value, while supporting the new loyalty position and the overall brand.