Increasing credit card conversions from Air Canada to HSBC
I led the end-to-end design of the Air Canada x HSBC credit card landing page
The sprint aimed to increase credit card conversions while meeting HSBC’s premium positioning and Air Canada’s commercial KPIs.
The new page is projected to deliver a 23% increase in CTA clicks — directly contributing to acquisition targets.
Status: In final stages of approval
Overview
Role
Lead/Sole Product Designer
Timeline
Winter 2025, 3 weeks
Team
Design (me), Marketing, Technical/Development
Client/industry
Air Canada / Travel & transportation
Platform
Desktop / mobile web
Background
The first of its kind: Positioning a premium travel card for Australia’s frequent flyers
Launched in 2022, the HSBC Star Alliance card was designed to capture high-value travelers in the Australian market. 80% of Australian travelers use Star Alliance partners, and 92% are willing to spend more for elevated travel experiences - making this an ideal segment for a premium offering.
(Source: Air Canada internal data)
Challenge
The HSBC Star Alliance card offers elite travel benefits, but the current landing page didn’t reflect that information
Benefits were buried and messaging lacked clarity. The marketing team noticed that users dropped off before engaging.
Competitive research
Great landing pages should be clear, visual, and fast to convert
Due to limited time, I audited eight competitor pages to identify what drives engagement.
Top performers:
Led with bold, benefit-first messaging
Surfaced perks instantly
Used strong, no-fluff CTAs
Takeaway: Clarity and scannability drive action.
Design process
Rapid iteration while aligning consistently with stakeholders
I explored multiple design directions while partnering closely with the Marketing and Technical teams. Each round brought tighter focus - refining the content, hierarchy, and layout. I aligned quickly across teams, presented final versions to the Marketing Director, and received strong support to launch.
Final design and impact
Showing off the card's value
Led with the card’s most compelling travel perks — eUpgrade credits, airport lounge access, and priority check-in — to instantly communicate premium value and hook high-intent users.
Premium perks, first and foremost
Prioritized the most desirable benefits - eUpgrade credits, lounge access, and priority check-in - to communicate immediate value, reduce friction, and increase engagement.
Look how easy it is to fly across the world with our partner airlines
Reinforced the card’s global value by prominently featuring all seven partner airlines, turning brand recognition into user trust.
