Capital One's Card Lab

“Consumers today want control and expect the ability to customize products to meet their needs,” said Pam Girardo, spokesperson for Capital One. “Instead of buying music albums in the store, people are compiling their own online – and rather than buying a car off the lot, people can now design and purchase the precise automobile they desire online. Capital One is pleased to empower our customers to build their own credit card online.”

The Capital One Card Lab web site provides a series of interactive choices, where consumers can click to select the options they want and need in their credit card, including key account terms and the image printed on their card. Once the consumer has made his or her choices, they complete an online application. If approved, their customized card will be mailed to them.

The Capital One Card Lab offers a whole new level of transparency for consumers, who will be able to see in real-time the trade-offs that are necessary to create the card that works for them. As choices are made, the tool narrows the options in the remaining categories, eliminating options that don’t work together. For example, consumers who are willing to pay an annual fee can earn rewards faster. The Capital One Card Lab also provides an education in key account terms. Customers will see the definitions of key terms as they go, helping them fully understand the choices they make. As a final step, customers can choose their plastic design, and later this year, will be able to upload their own image onto the card.

“The concept of the Capital One Card Lab springs from the emerging trend of control shifting from companies to customers,” says Girardo. “We are proud to offer control to consumers to customize their card -- inside and out -- and we believe it will generate loyalty and confidence among our customers.”