The business challenge
What needed to change
Our client wanted to maximise the perceived value of their new product. Although the account package delivered clear objective worth, a complex and unclear customer journey meant that its price remained far more salient than its actual benefits. As a result, the bank faced a critical commercial challenge: overcoming stalled conversion rates during acquisition while protecting the portfolio from high downgrade and churn metrics.
The human problem
The behaviour behind it
The core barrier was not what the package cost, but that customers never fully recognised what it was worth. The benefits were real, yet rarely tangible or easy to weigh at the moments when a decision had to be made.
Existing communications were unintentionally reinforcing this through:
Low perceived value: fees were concrete and comparable while the value of the package stayed abstract, so customers judged on price alone
Low benefit appeal: benefits used every day became invisible, leaving no felt evidence of worth when the fee arrived
Complexity aversion: The customer journey and next steps were communicated in an overly complicated way, leading to confusion and disengagement.
Low perceived control: Although customers retained the final say, an opaque process left them feeling stripped of their agency and disconnected from the decision.
Our impact
The difference we made
We strategically reimagined the product's entire communication ecosystem, covering more than 60 emails, SMS messages and push notifications. to elevate the customer journey. Building on this foundation, we redesigned the non-paid communication assets and channels so the package's core benefits are instantly concrete and easy to compare the moment prospects evaluate them. Alongside this, we strategically redesigned the onboarding communication flow..
The redesign delivered:
Increased satisfaction and recommendation among new account openers – far above the average of existing retail customers.
Alongside with:
A transparent package value and a clear switching process
A stronger sense of control over the pricing decision
Significantly higher digital trust
