BCP Benefits Catalog
Using CMS in scalable way
Context
BCP’s main website serves 8M+ monthly users and is the primary information source for customers of Peru’s largest bank. Among all available content, credit card discounts and loyalty benefits are consistently one of the most searched topics on the site.
Problem
BCP had accumulated a large amount of valuable information related to credit card benefits and loyalty programs. However, this content was fragmented across multiple URLs and presented using inconsistent templates, making it difficult for users to understand eligibility, terms, and conditions.
Customers frequently reported that they could not find or fully understand their benefits and, in some cases, expressed willingness to switch banks due to perceived lack of transparency.
From a business perspective, the Credit Card Team aimed to invest in a large‑scale marketing campaign to relaunch and promote updated credit card benefits. However, they were unable to identify a reliable, high‑quality landing page to serve as the destination for paid media traffic, creating a critical barrier to executing the campaign effectively
Solution (MVP v0)
My team began with user research and an information architecture exercise to understand how customers search for and interpret credit card benefits. Based on these insights, we defined a clear content hierarchy and standardized benefit structures.
We designed a set of low-variation wireframe templates to reduce cognitive load for users and simplify content management within the CMS authoring environment. Due to security restrictions on the public website, login was not available; instead, the main user flow required customers to select their credit card, after which a personalized benefits catalog was displayed.
Outcome
- Increased number of customers reporting they could easily find their credit card benefits
- Successful launch aligned with a 360° marketing relaunch campaign
- Significant reduction in time required to upload and maintain discount content in the CMS
- New credit card applications generated through CTAs embedded in the benefits section
