1) The designers were tasked with developing distinct credit card lines for three demographic segments of a bank's customers: "the mass", "the affluent", and "the affluent plus". 2) They first explored subject matters relevant to each segment such as fashion, shopping, and color palettes to develop design concepts. 3) The concepts were then used to create a range of final targeted credit card designs for each segment, with premium effects and materials used for the highest segment's cards.

1. Cards with Class
Development of Raiffeisen
Credit Cards

2. That was the task given to our designers by Raiffeisenbank in 2012.
Question: Can we develop three
distinct lines of credit cards for the
same bank, which reflect bank
customer demographic segments?
? ?
?

3. “The mass”
“The affluent” “The affluent plus”
Low to average
monthly income
Neither male or female
From students
to retirees
Very subjective needs
High monthly income
Mainly male,
35-55 years
More matureAbove averagemonthly incomeSlightly more female,21-40 yearsEnjoy shoppingappreciate cash back
Meet our consumers

4. First step is to look for
relevant subject matter
for each consumer type.
? ?
?

5. Some of the areas we explored
relevant to this consumer...
FashionShopping
Color palettes
T-shirt design
“The affluent”

6. Then develop
design concepts
for each.
? ?
?

7. The Shop-a-holic Fashion Archetypes
Glow
in the Dark
The T-shirt
Cult
The team developed four routes for each
consumer segment. Here we see...

8. Each concept then needs
a range of
targeted, final cards...
? ?
?

9. “The affluent”Unisex
MaleFemale
Final design concept showing each card

10. VALID
4511
VALID
4511
VALID
4511
All of the ranges
“The mass”
“The affluent”
“The affluent plus”

11. One more thing.
A touch of extra class
for our most premium customers.

12. Raster and metallic color
simulation by print
+
Partial varnish with
brushed metal texture
Metallic color
simulation by print
+
Silver foil with glossy texture
Offset print
Holographic effect
Black print only
Black edge
Pearlescent surface
Glossy plastic
material
Impressive effects including materials
and textures for the premium cards.

13. ©CocoonGroup2013.AllRightsReserved
The Raiffeisen bank credit cards
demonstrate how consumer
segmentation can help designers
to develop a broad array of unique,
relevant routes for clients and their
customers. Understanding of consumers
and what makes them tick always leads
to better results and better design!