UK bank first direct is asking
customers to give suggestions to design their new debit card.
First direct has asked customers to choose
between a couple of new design options for the next debit card – a
matt black front card with sparkle ink backing and logo, and a
silver version of the same card in sparkle ink.
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This initiative follows a strong
response to first direct’s crowdsourcing portal, first direct Lab,
that was launched in August, where customers can shape products and
services before they are officially launched.
On the first direct Lab portal – where customers can critique
first direct’s upcoming plans through a comment facility and forum
– the bank says that the similar designs of their current credit
and debit cards designs have caused confusion among some first
direct customers.
The bank mentions on first direct Lab, “You’ve told us that you
struggle to tell the difference between our debit and credit cards,
so we thought we’d try and do something about this. We’ve got two
potential new designs for the debit cards that you can choose from,
let us know what you think!”
Natalie Cowen, head of brand and
communications for first direct said during the
Retail Banker Interactive Webinar – Social Media and
Retail Banking: Passing Interest or Business Tool? – on 29
September, that the ‘debit card redesign’ initiative has already
generated an immense amount of helpful feedback from customers.
Cowen also stressed on how important customer involvement is for
first direct and its products.
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By GlobalDataFirst direct, a division of HSBC, is a
telephone and internet-based retail bank and has no branches, so a
debit or credit card is an essential part of the brands identity.
First direct is very active across social media platforms such as
Twitter, Facebook, YouTube, and has websites such as Little Black
Book and Interactive for customers, alongside first direct Lab.
The features that have previously been up for
discussion on first direct Lab include a website re-design, a
consultation on the use of QR codes, and an early version of a
mortgage comparison smartphone app.
