Role: Senior Product Designer
Duration: 8 Weeks
Team: Digital Channels, Marketing, Compliance, Legal, and Corporate Communications, Consumer Banking
Platforms: Webpages, Direct Mail
Landing Page: View Webpage (Currently inactive, displaying expired promo page)
Overview
To support a deposit growth initiative targeting new households, FNB launched a multi-channel campaign promoting a bundled deposit product. The promotion was made available both online and in-branch, with outreach conducted through a direct mailer that included a QR code linking to a custom landing page. The campaign offered a maximum reward of $700, with $400 for opening a new checking account and $300 for opening a new savings account.
The campaign audience included 500,000 prospects between the ages of 25–54, all living within five miles of an FNB branch.
The Challenge
FNB had never created a dedicated digital experience for a bundled deposit product promotion. There was no existing landing page template for this type of campaign, requiring a ground-up approach to designing a digital hub that clearly explained the offer while guiding users to take action.
Additionally, because the campaign launched in three separate drop dates, the digital experience needed to account for periods when the offer was inactive, while still maintaining a seamless user journey.
The Solution
The campaign was a collaborative effort between Digital Channels, Marketing, and Consumer Banking. As Senior Product Manager, I designed the landing page mockup with informational modals for each bundle option and created a promotion-expired landing page to manage inactive periods between drop dates. This ensured a seamless user experience without confusion or errors. The direct mailer—with a QR code linking to the landing page—bridged offline and online engagement. To ensure accuracy and brand alignment, we worked closely with legal, compliance, corporate communications, and senior leadership for review and approval.
Goals & Objectives
My Role
Results
The deposit bundle promotion introduced FNB’s first fully integrated experience, combining direct mail, QR-driven digital engagement, and in-branch availability. An expired landing page maintained a seamless user journey between drop dates, while the campaign increased awareness, drove deposit growth, and engaged new households through a collaborative multi-channel strategy.