Accelerated Mobile Pages (AMP) - Discover Card

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Accelerated Mobile Pages (AMP) - Discover Card

Discover Card is working on improving its dedicated mobile experiences by enhancing the user experience design with the aim of marketing their cards. Unfortunately, there was no information available that show improvements in metrics like bounce rates and/or overall response rates. Below is an overview of the information found.

DISCOVER CARD'S Efforts WITH REGARD TO dedicated mobile experiences

  • Discover Card is building Secure Remote Commerce (SRC) components for its devices including smartphones, tablets, PCs, and other connected devices. These components are set to release later this year. The SRC functionality will enable its users to perform credit card transactions in a consistent and streamlined fashion over all its mobile platforms.
  • Discover Card is providing a "Freeze Your Account" feature over all its mobile platforms which enable its users to freeze their card on Discover's mobile app if the card is lost or stolen. This feature will prevent new purchases, cash advances, and balance transfers from occurring providing its users a sense of relief.
  • The company has taken an additional step in its dedicated mobile experiences by enabling card consumers to manage alerts related to payments due and payments executed. Users are even able to stop the notifications.
  • To further improve its dedicated mobile experiences, Discover Card has added digital wallet facilities that enable users to make purchases online on smartphones and tablets without a physical credit card. Some digital wallets are Apple Pay, Google Pay, Samsung Pay, and Garmin Pay.
  • In the future, Discover Card will utilize more peer-to-peer payment platforms, such as Venmo, that enable users to make payments without a physical card.
  • Updates that Discover Card has recently made to its mobile app include a redesigned homepage with an updated layout and a new "dynamic call-to-action button". This redesign has a tile format that accentuates information that is crucial to card members, such as their "account summary and Cashback Bonus balance."
  • The redesigned homepage has enhanced Discover Card's mobile app. It includes advanced facilities for the card users such as in-app messaging, Freeze it, Apple Touch ID, Face ID, and Apple Siri functionality for Apple mobile users.

IMPROVEMENTS IN PERFORMANCE METRICS

  • As a consequence of Discover Card's recent updates to its mobile app, now almost two-thirds (67%) of card members can log in to the homepage simultaneously, which directly implies an improvement in the load time.
  • According to Szabolcs Paldy, Vice President of E-Business at Discover Card, this update brings a more intuitive and personalized experience, hence an improved overall performance of dedicated mobile experience.

ADDITIONAL INFORMATION


Research Strategy

We commenced our research by looking for information, insights, and data on what Discover Card is doing with dedicated mobile experiences to market their cards and the available metrics that show an improvement in load times, bounce rates, and/or overall response rates. For this purpose, we reviewed the official website of Discover Card, specifically the Press Releases, Investor Relation, and Media Publications sections on the website and gathered the most relevant information. From this search, we were not able to find any metrics that show improvement. A press release found was the only source discussing the login time from which we concluded that there was also an improvement in load time (as it implies that the server capacity has increased and is great enough to allow its users to simultaneously access the web page).
Next, we looked for research, surveys, and case studies done on Discover Card in the hope of getting information on the metrics that show improvement. We searched through research databases (such as Research Gate, Research Guides, and Greenbook), however, none of the sources contained any relevant information. This is most likely due to the unavailability of such data as no previous research or case studies seem to have been conducted on this topic.
We then expanded our focus to include statistics on the performance of Discover Card with regard to dedicated mobile experiences in the hope of finding correlating data or rates from which we could triangulate the improvement in the bounce rate and/or overall response rate. We searched through news journals and magazine articles (such as USA News and Science Mag), private company profiles on statistics and company databases (such as Statista, Forrester, Hoovers, and Gartner). This search did not yield relevant information. We came across information such as the "Number of Credit Card Users in the US", "Bounce Rate per Device Type in the US", etc.
From this point, we realized that data points that show improvements in metrics like bounce rates and/or overall response rates were not available anywhere in the public domain (company website, company and statistics databases, academic research, case studies) likely due to the unavailability of such data as this kind of data is not constant and keeps on changing. So, as a last strategy, we looked for performance analytics on web analytics databases (such as Similar Web, Alexa, and SEMrush). Unfortunately, the above databases contained only the current bounce rate, which is not sufficient to determine if there was an improvement in the bounce rate.

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