Mastercard wanted to evolve its iconic Priceless brand beyond advertising into a global digital experience. The challenge was to create an intuitive, premium platform that would allow cardholders to explore and access exclusive experiences seamlessly.
HOW MIGHT WE?…transform a single-city digital platform into a scalable, global experience that enables Mastercard cardholders to easily discover and engage with curated experiences?
What we Did
We grounded the vision through research and strategy.
We conducted user research, stakeholder interviews, and competitive analysis to understand how cardholders discover experiences – and mapped out key user flows such as profile management and registration/sign-in. These insights allowed us to align with stakeholders on a shared vision for a scalable, global platform.
We built a modular design system for consistency and flexibility.
We created a component-based design system aligned with Mastercard’s brand, enabling global consistency while supporting localized storytelling and content variations.
We partnered across UX, content, and development teams.
We collaborated closely across disciplines to ensure that design, content, and technical decisions were aligned – supporting both creative intent and implementation feasibility within Adobe Experience Manager (AEM). Together, we designed shared templates that supported multi-lingual content, enabling regional teams to present localized experiences while maintaining global consistency.
We designed and delivered AEM-optimized templates.
We developed responsive, multilingual templates tailored to AEM – allowing regional teams to efficiently publish localized experiences while maintaining a cohesive user experience.
We refined the responsive experience through iterative build and QA.
We delivered detailed specifications and worked side-by-side with developers through agile sprints, validating each iteration to ensure accessibility, performance, and pixel-perfect execution. The platform was rigorously tested across a wide range of devices used around the world, ensuring a seamless experience for cardholders everywhere.
The Result
The redesigned Priceless Cities platform transformed Mastercard’s iconic campaign into a global digital experience – scaling from a single New York site to a platform active in over 100 countries and 50+ languages. The new responsive, AEM-powered design empowered regional teams to localize content while maintaining brand consistency. The outcome was a measurable lift in awareness, engagement, and cardholder spending – demonstrating the power of design to drive both brand equity and business growth.
Brand Awareness Lift
Awareness among affluent consumers jumped 20% in just six months after expansion beyond New York – boosting Mastercard’s visibility in a key demographic.
Record Customer Advocacy
Net Promoter Score (NPS) hit its highest level ever in the U.S., reflecting deeper loyalty and customer connection.
Increased Cardholder Spend
Cardholders who redeemed a Priceless experience spent 35% more overall on their Mastercard, directly increasing transactional volume.
Global Reach & Scale
The program grew from one city to a global footprint—now spanning 112 countries and 53 languages, with localized offers in over 35 major cities worldwide.