Company background: Barclays is the 9th largest credit card issuer in the US. We believe that building community environments supports our credit card products and creates a differentiated customer experience through enhanced support and engagement.
Barclays Travel Community: Barclays Arrival® cardmembers and non-cardmembers are invited to join a unique travel centric community in which members can share their travel experiences and earn miles that can be redeemed for travel rewards or e-giftcard(s) for engaging in community activities. Lithium’s new responsive design platform has vastly improved the user experience for Barclays Community members, enabling them to participate, share and engage on their mobile devices as they are enjoying, or searching for travel adventures.
Contact: Genea Delaware
Title: Manager, Digital Community
Related URLs: Barclays Travel Community
Lithy category: Digital Design Excellence
The overarching vision for the responsive redesign was to support cardmember and community member travel moments from virtually anywhere, through mobile optimization and modern design.
Our Community & Digital Goals:
The vision of the Barclays Travel Community is to “create a platform for passionate travelers to share, inspire and reward themselves and others.” Since the community’s launch in 2013, Lithium’s platform enhancements continue to help us forge deeper relationships with our members, while also strengthening the connection amongst other travel enthusiast through modernized optimizations.
Our community is unique because it not only provides an outlet for community members to document and share their travel experiences, it rewards their passions by awarding members Participation Miles back to their Barclays Arrival Card and e-giftcards that can be used for future excursions.
NEW Responsive Design:
Our recent responsive redesign project focused on three main areas:
These three pillars helped focus our efforts on our redesign project and utilize the latest improvements and capabilities of the Lithium responsive platform.
Our Unique Community Design Elements
Our new, responsive design provides a sleek, sophisticated layout that inspires exploration by emphasizing the varied and vibrant photos within travel stories and blog posts. The content was completely restructured on the homepage for desktop and mobile:
The slideshow “hero” area allows Community Managers and Content Strategists to easily adjust and promote a variety of versatile content. In addition to highlighting community content, we’ve utilized this space to promote our suite of products, which has generated organic traffic to our site resulting in high quality conversions.
Iconography: We also deconstructed our iconography throughout the site to make the experience consistent. Icons for badges were created with a similar palette that also prominently featured the uptick of volumes for each badge.
Enhancements: Our icons used to pin travel details to the Google maps integration were streamlined and redesigned so it was simple for users to see what type of details (e.g. restaurants, hotels, entertainment, family activities, sporting events) were available to them when reading a travel story.
Barclays Travel Community Blueprint
Brainstorm sessions – and lots and lots of post-it notes! Our community team, product owners, tech folks and the Lithium core team huddled together to analyze the key stakeholders related to the Travel Community. This post-it note and drawing exercise (literally drawing) stretched the teams to remove all preconceived notions about what the Travel Community “was” and “what it could become.”
We identified four key user groups and then moved forward with mapping out what each of those groups meant to each other (aka, a “collaboration matrix”).
We analyzed each stakeholder group. For example, we looked at our Active Members – who they were, why they would visit our site, the reasons they might only explore, what would inspire them to post or contribute, what would make them return again and again. We built out a matrix that we could use in the future when mapping content strategy and marketing plans:
Merged our three pillars with designs: We then came back around to the three pillars we identified in the beginning phase of this project and started to map out functionality and UX capabilities:
Created a profile hub and activity feed as a personal source of pride to encourage repeat visits – and to improve gamification mechanics to increase engagement.
Moving at the speed of our customers - Responsive Redesign Results
Our community has been thriving since our July 2017 relaunch:
Travel Community Members love the new design and mobile optimizations:
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