When Westpac launched a product simplification project a year ago it wanted to ease the bank's regulatory burden, improve service levels, streamline back office processes and make it easier to train frontline staff.It didn't say it hoped to increase sales but that has been an outcome in one of the bank's business areas - consumer credit cards.Westpac's group executive for retail and business banking, Jason Yetton, said that in June last year the bank felt it had done the work of strengthening its balance sheet, which had been its goal, and was in a position to grow assets.Between June and November last year monthly credit card applications rose 62 per cent. Since October the bank's credit card outstandings have increased by 1.2 times system growth and its market share has increased from 22 per cent to 22.2 per cent.To achieve this growth the bank increased its "share of voice" with more advertising, it put card sales "top of mind" with branch staff, increased coaching and improved feedback systems.Westpac's head of consumer finance, product, in the Australian Financial Services division, Stephen Benton, said product simplification also played its part. Benton said one objective of the project was to get the product set to address core needs."Some like a low fee, some want a low rate and some want an everyday spending card with rewards. "In the past when we saw a customer need we created a product. But when you are working on the front line, having a lot of cards makes things complicated and can confuse the staff and the customers."A year ago the banks in the Westpac group offered a total of 33 credit cards. They have cut that down to 20 and this year six more cards will go.Despite the big cull, the group has added cards to fill some gaps. The most important addition to the group's card portfolio was the new Black card, launched last May. Altitude Black, in MasterCard and American Express companion configuration, was designed for points redemption, while Earth Black (also issued as MasterCard and Amex companion cards) puts points into the Qantas Frequent Flyer program.Black cardholders can earn up to three points per dollar spent, with no cap on points, they receive complimentary airport lounge passes, lots of holiday and hotel privileges and a concierge service.Westpac describes its Black card as being at the very high end of bank-issued rewards cards.Black has had a very successful launch. The bank's research indicated that it was the fastest growing credit card in the market and, after less than a year in the market, accounted for 30 per cent of spending in the Westpac credit card portfolio.One issue for Benton was what to do about customers with legacy cards. The bank's policy is that when it stops issuing a particular card, it allows customers who have that card to keep using it.However, the bank has been contacting customers to talk to them about whether the card still meets their needs.Other banks have reported over the