Rushcard

The RushCard – a prepaid Visa debit card — was launched in 2003 by “hip hop pioneer, entrepreneur and face of the modern philanthropist,” Russell Simmons, as an alternative tool for consumers without access to a traditional bank account or credit card.

The Challenge

The RushCard website needed to serve two primary purposes: to enroll new RushCard members through an informative online application experience and to provide 24/7 account information, support and news to current RushCard members. The goal through redesign was to increase the homepage visit-to-completed application conversion rates from the current conversion rate of 17.5%.

The Solution

Working with strategist, Jacqui Killen, I interviewed major stakeholders and customers to uncover Rushcard’s key points of differentiation.
When RushCard was launched, it was positioned simply as an alternative to a VISA credit card and promised “the convenience of a credit card, without the debt.” As the brand evolved, so did its ability to stand for more than alternative credit. Their brand promise was rooted in the ideals of confident control, convenience and safety and their brand character became caring, empowering, fair and transparent.

Focusing on these themes, we fine-tuned their messaging to create an easy-to-use website that communicates RushCard’s primary benefits over the competition and streamlines the application process. Overall traffic increased by over 50% and the conversion rate increased to 29.5%.

What I Did

I was responsible for interviewing key stakeholders, conducting a brand audit, concepting the site’s functionality and user experience, and creating all site messaging and content. I also created the brand tagline, “One card. A wealth of possibilities.”

Credits

Copywriter: Sean Biehle
Art Director: Brandon Blank
Strategist: Jacqui Killen

Gallery

Click an image below to view screenshots (including a screenshot of the site before it was redesigned).

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