Mastercard’s “Love This City” platform was designed to help people explore the world’s cities by allowing them to define their wants and needs. The platform would then recommend places, restaurants, galleries etc. based on these needs, creating a meaningful experience for its visitors.
But their current platform wasn’t engaging for users and was full of friction points: the call to action was unclear, the navigation was confusing, and the site lacked basic elements like a homepage. Naturally, the bounce rate was unacceptably high.
MasterCard asked us to redesign the user experience to keep people actively engaged with the site.