Bringing to life a winning value proposition for credit builders
Client: Financial services company providing banking products to members
Role and Contributions: Qualitative research, design strategy, visual design, and prototyping
Duration: 10 weeks
Objectives:
Deliver an innovative lower-prime card proposition that will differentiate the company in the card landscape
Understand member needs through in-depth quantitative and qualitative research
Create a launchpad for new-to-company acquisition and relationship deepening across other financial products including insurance, loans, and deposit accounts
Develop a repeatable playbook to drive momentum in future product development
PROCESS HIGHLIGHTS
Combining qualitative and quantitative research allowed us to arrive at robust, cross-cutting themes and personas that set the foundation for the rest of the design process. Conducted 60, 1:1 qualitative interviews and launched n=1009 survey with people that met the segmentation criteria for the prioritized market opportunity including member eligibility, credit behavior & score, age, income, and household size.
PROCESS HIGHLIGHTS
Crafted positioning statements and potential product constructs and did exercises with consumers to understand what sentiments resonated the most with them. Then created feature mock-ups based on what sparked the most with consumers.
RESULT
We designed a credit card that allows people to build their credit without sacrificing rewards and filled a gap in the company’s portfolio of cards to better serve members with lower-prime credit profiles with a market leading value proposition across rewards, flexibility, intro offer, and digital product experience.
