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RETHINK DEBIT CARD

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 

          - 40+ 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 prototypes designed and developed under one concept solution

          - 8 different pilot campaigns designed and implemented

• Selected 6 ideas went to live within 6-18 months 

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