RETHINK DEBIT
Industry
Finance Services / Payment
Client
Multinational Financial Services Company
Challenge
How can we redesign the value proposition of the debit card to meet the current digital needs of the customers?
Methods
Design Thinking
Ethnographic Research
Creative Ideation
Value Proposition Design
Business Design
Prototype Design
Experiment Design
Analytical Validation
In-Project Workshops
• Kick-off and Alignment Workshop
• Design Thinking / Ideation Workshop
• Idea Prioritization Workshop
Project In A Nutshell
• Led by the Bank’s Consumer Business Marketing Group
• Stakeholders included
- Finance Institution
- Bank’s Product Marketing Function
- Support Functions
• Ethnographic Research
- 15 1-to-1 Interviews
• Analytical Validation was done via CRM Systems
• Synthesis
- Insight Cube
- 8 Dimensions of Debit Cards
• Design Thinking / Ideation Workshop
- 30+ participants
- 8 topics from Debit Cards Dimensions
• Solution Design
- 120+ ideas generated
- Creative concept designed
• Experiment Design
- Top 41 ideas selected to test with the real customers
- 20 prototype designed and developed under one concept solution
- 8 different pilot campaigns designed and implemented
• Selected 6 ideas went to live within 6-18 months