THE FIRST YEAR
Discover asked us to rethink the New Cardmember Journey, turning new approvals into confident cardholders across their first year..

The work focused on helping people understand the card’s value early so usage felt intuitive rather than forced.

We built a lifecycle system that adapted to behavior. Activated cardmembers moved into a steady rhythm of value reminders, rewards education, and partner integrations. Those who hadn’t activated received clearer guidance and lower-friction entry points.

Quarterly updates reinforced progress and kept rewards top of mind, while targeted re-engagement moments brought inactive users back into the ecosystem.

The result was a lifecycle system designed to build familiarity, confidence, and long-term usage.