Best Cards
BRAND IDENTITY, PRODUCT DESIGN, UI
Repositioning a credit comparison platform for growth
Bestcards.com was acquired to expand affiliate reach and strengthen presence in a competitive credit card market.
The existing experience was dated, visually dense and lagging behind newer comparison platforms. I led a strategic redesign to modernise the brand, improve scanability and align the product with contemporary comparison behaviours.
ROLE
Senior Brand & Product Designer
SCOPE
Product Design
UX/UI
Research
Brand Identity
Design System
Challenge
The credit comparison space had evolved.
Newer platforms were cleaner, more modular and easier to navigate. Bestcards felt heavy and visually outdated, reducing clarity and diminishing trust at key decision points.
The redesign needed to modernise the interface while improving comparison logic and affiliate positioning.
OBJECTIVES
Refresh the brand to build credibility and relevance
Improve scanability across high-density comparison pages
Strengthen hierarchy within card listings and reward breakdowns
Support affiliate growth through clearer decision flows
Process
The work began with competitive benchmarking and pattern analysis across leading financial comparison platforms.
We reviewed visual systems, filtering behaviours, reward presentation models and content hierarchy to identify opportunities for differentiation and clarity.
From there, the redesign progressed in focused iterations with Product.
Sprints
Competitive analysis and UX pattern audit
Brand refresh and visual system development
Comparison flow redesign and responsive rollout
Solutions
Discovery revealed a clear opportunity: move beyond comparison and empower users through knowledge.
Bestcards would not only help people choose the right credit card – it would guide them on how to use it wisely. Education became central to the experience.
The brand expression was built around confidence and authority. Inspired by the idea of “best”, we introduced podium-style graphic devices – visually reinforcing leadership, ranking and clarity.
The interface was redesigned to support this positioning. Comparison modules were simplified, key reward information prioritised, and educational content integrated directly into decision flows.
Key solutions
→ Education-led product positioning
→ Confident, podium-inspired visual system
→ Simplified comparison structures
→ Integrated guidance within reward and fee breakdowns
Outcome
Bestcards was repositioned as a competitive, contemporary comparison platform aligned with evolving user expectations.
The new foundation supported affiliate growth strategy and strengthened market credibility.
KEY OUTCOMES
→ Modernised brand aligned to current market standards
→ Improved scanability across high-density content
→ Clearer comparison flows supporting user decision-making
→ Stronger foundation for affiliate expansion
