The Capital One Customer Segmentation Animation was designed to educate associates about the different customer segments (high street, mid-market, and up-market) and highlight how customers may move between these segments due to life changes. The objective was to improve associates' understanding of customers, enabling them to create more targeted products and services. This project was initiated by the research department, and my role was to transform their script into an engaging infographic-style animation.

Objective and Approach

The animation’s primary goal was to illustrate the fluidity between customer segments using a sliding scale as the main visual element. This approach emphasized how customers can transition between segments based on life events. Additionally, I focused on representing a diverse range of characters to reflect Capital One’s customer base, including various ages, races, genders, disabilities, and styles. To maintain consistency, I developed a cohesive character design style with a unified colour palette and skin tone variations.

Process and Collaboration

As the lead designer, I developed the entire animation from storyboarding to the final delivery:

• Storyboarding: I began by translating the research department’s script into visual storyboards using Illustrator. The storyboard included key scenes to visualize the transitions between segments.
• Character Design: I created a range of characters that adhered to the Capital One brand while ensuring diversity. These characters were kept consistent through a cohesive colour palette that could be expanded for future projects.
• Animation Development: I used After Effects to bring the sliding scale and characters to life, ensuring fluid motion that communicated the idea of customers moving between segments clearly and engagingly.

Challenges and Solutions

One challenge was visualizing the transition between customer segments clearly without overwhelming the viewer. To address this, I designed the sliding scale with simple, clean motion, ensuring the focus remained on the characters and their stories rather than technical complexity. Frequent feedback sessions with the research department ensured we aligned the visuals with their educational goals.

Results and Impact

The animation became an essential tool for internal training sessions, enhancing associates’ understanding of Capital One’s diverse customer base. Feedback from the research department confirmed that the animation met their objectives and improved associate engagement. It has become a part of ongoing training materials for new associates, demonstrating its long-term impact.

Reflection and Learning

This project was rewarding as it allowed me to develop an animation that not only communicated important information but also represented diversity in a consistent and brand-aligned way. The process reinforced the value of collaboration and adaptability, as frequent feedback sessions ensured the animation remained effective and aligned with the stakeholders’ vision. The approach to character diversity and the sliding scale concept are strategies I plan to incorporate in future animations.