New TBC Cards: 1M+ cardholders in a year New TBC Cards: 1M+ cardholders in a year

The free card brought people in; upgrades to a paid plan were the business. The whole bank was involved, up to top leadership.

The new cards had to work for everyone TBC already had. Each group started somewhere different and had different conditions, and each needed a path that felt simple.

The hardest group was premium Concept customers. They already paid a monthly fee, so an "order a new paid card" flow would have looked like a second charge.

Leadership's goal was a card in 10 seconds. For most people we got there: cards were ready in seconds. In some cases, though, it could take up to 30 seconds, and that maximum couldn't go any lower.

The easy option was to tell people they were done and make the card in the background. But our priority was getting the card into Apple Wallet right away, because a card in the wallet is a card that gets used. That only works once the card exists. So we chose to keep people in the flow, even with a wait of up to 30 seconds, and tested three ways to handle it.

Digital by default. The goal of the whole relaunch was growth: getting as many people as possible onto the new cards. Every extra question, field or choice stood between a person and their card, so we treated each one as a cost. That's why we removed the backup branch, and it's why this flow doesn't ask about a physical card up front. Everyone gets a digital card right away and can add it to Apple Wallet. Only at the end do we ask: want a physical one too?

By then card issuing had improved a lot, and almost every card was ready in seconds. Long progress screens weren't needed anymore, so we kept a small, simple loader.

We did add one question. In Georgia many people use their cards on gambling platforms, and when those payments were blocked, we got a lot of complaints about "blocked" cards. Asking once, during setup, costs less than a support call later. This was the last flow I designed at TBC before moving to Tipalti.

The three cards have many benefits and many differences. But the main point has to land right away: which one is for you. So the newest benefits page shows only what sets each card apart. The full details are still there, one tap away in a bottom sheet under See more.

At a glance you can tell which type you are. Just want a card? TBC Card. Want travel perks and offers? Concept. Need a personal banker too? Concept 360.