One of the biggest projects for ICS was the site for VISA World Card. At the time ICS had a non-responsive website. The challenge was to communicate the versatile options of their products in a clear way, accessible on all devices. How can we inform potential credit card users? How to improve the sales and conversion rate?
Creating a clean structure
While analysing the content we found that it was necessary to chunk the information. When information is chunked into different parts, the human brain can process them easier and faster. This is because our working memory can only hold a limited amount of data at the same time.
Making it look good
An important part of designing the new online visual style of ICS was 'story telling'. By making the paragraphs spacious and using a white background they look clean and clear. An other focus point was emphasizing the 'call to actions' to get a higher conversion rate. The contrasting orange, also used in the Visa logo, stands out and works to highlight interactive elements. For listing the advantages of a credit card from ICS we used green checkmarks, which intuitively are associated with positivity.