Listen: Capital One's UX Design Lead Talks Digital Messaging
"My name is Rhonda Wilson. I am a US Zayn lead for the digital messaging team at at a little company called capital one. I'm also a partner with a hip hop archivists friend for a Lego group that we've called most incredible and I I am the CO founder of the Hugh Design Summit. That's a lot I lead in Lagos artists and hugh collective and I definitely want to touch on all all of that stuff. I want to start with capital. One capital one actually even sponsored the show back in February so thank you capital one for that. Tell me about the work that you do there as a design. I believe so in digital messaging specifically what we're concerned with is obviously the messaging touch points that capital one uses to reach out to the customers so obviously basically all of the lines of business that capital one has you know bank kept Card Co.. F- where I work is in the partnership space so companies that capital one has has private label credit card relationships with so we consult with internal creative teams in all different cross functional teams to create messaging experiences that are relevant and personalized for the customer and what does that messaging look like is it just email or the sort of different touch points where you're interacting with the customer e-mail is the message. You're always but we also include. SMS and push depending on how the customer chooses to receive their message and now you've been a capital one for a long on-time I mean eight years is like a lifetime to be a one place in this industry. I'm really curious. What attracted you to them as a company well I I I. I have to provide a little bit of context into obviously how I got there but where it came from so graduated from Georgia Tech in two thousand nine nine and was working odd jobs here and there and actually got to capitol went through a staffing agency okay yeah so I didn't even I know what the company was. Oil who the company was until I got to the interview and realized it was capital winning. I haven't had too much knowledge of capital one up to that moment so actually started their contracting and then throughout my years there you know I realized that this is not your typical typical corporate environment as as you might imagine a corporate America Office to be or just the demeanor how people exhibit certain behaviors. Here's is really laid back so that's what I like about it. It's if it's my personality and more specifically the team that I'm on the way we communicate eight and the way that we work with each other. I think really attracted me to one kept me here so I started and on September. It's wealth two thousand eleven. Wow that's quite a data start. Worse less quantum momentus day to start started job. Yes I remember getting the interview and and I got the job but I had requested to start after Labor Day so I got the interview and maybe July like in July. actually went back recently found the email and screen shot it just to keep it for history's sake for posterity and requested them to like can. I can I stay in Atlanta for until after Labor Day to have a going away party so I did that and then started drove up from Atlanta started September number twelve till two thousand eleven and has been on pop from their nice so you mentioned email you mentioned sms. Can you talk just kind of generally like what kind of projects you're working on right. Now now the type of projects that we're working on they range from I guess welcoming customers to they're registering or signing up for credit card providing benefits benefit information about the car providing information on how many how much rewards they've they've attained through usage of the card hard so the other projects that we have are trying to figure out what's what's the best I guess in the ecosystem of messaging and how the customer more communicates with Capital One wet has the customer chosen as their preferred mode of communication and how can we reach them without confusing them on their journey to you know maybe pay the balance on the card or find out how many rewards they have or any like auto loans they may have signed up for so making sure that the information in that we've delivered to them as precise concise and has great timing now. I would imagine with you know between email and SMS there probably is a lot lot of testing that you all have to make sure that the Texas coming off like in the right brand boys that it's you know the rights tone and that it's actually accomplishing you want to accomplish. Is there a lot of testing that goes into all of this. There is we obviously use not only. I use a research in the form of testing that way we make sure that the not only is the brand voice consistent but that is able to be absorbed and and his again relevant and speaks to that particular moment that the customers in their journey. Actually you know maybe a couple of weeks ago. I was in New York doing said use a research just to make sure that anything while the the experience of messaging is is is what they're used to from a financial services standpoint wet what makes sense from a institution like that or do they used to what turns them off and we use that to craft the messaging that we offer interesting. I wonder if I mean you. Can you know correct me here. I would imagine it also goes into maybe like automated types of messaging as well like say for example voice or anything like that if you're referring to something like e-e-e-e-no that which is kind of getting around yeah yeah we partnered with them a lot and make sure that that's also built into the ecosystem not only again email and sms the mass but if the touch point is interacting with you know in either you know in the on the phone or in the browser that they're getting what they need when they want it what's has been the most challenging part about the work that you do those challenging part of the work that we do. I think would be I think the the innovation part I think where we're always looking for forward to doing is being on you know it's kind of like a buzzword but on the cutting edge the bleeding edge even on of messaging so we're always looking to make sure that what we have and what we have the offer our partners is top of the line in terms of the latest developments in email than SMS push looking across the industry making making sure that we pick up on trends that are emerging and obviously let go of trends that are falling away so I think the challenging part is staying on top It's almost sounds like I'm bragging but but but just making sure that we keep abreast of any new development so bad weekend if there's a solution that one of our internal customers is looking to offer their customers we can say hey like we have that or if we don't have it we can offer a similar"