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Credit card users: Needs and desires
Client: A prominent bank
Our client wanted to increase their customer base in their
credit card segmentation in order to offer products and services
specifically designed for them. To do this, we embarked on
a project to understand the behavior, interests and desires
of current and potential credit card users.
We used a number of ethnographic methods to gain a deep knowledge
of the different segments: contextual inquiry, in-depth interviews,
observation and participatory design sessions. Using this
diversity of methods, helped us understand the relationship
of users with different payment options (debit cards, credit
cards, cash, check or e-transfers).
This study resulted in knowledge and a series of analysis
products which were used prescriptively to generate new services,
products, functionalities and strategies related to bank cards.
From these initial ideas, we went on to conduct innovation
definition workshops with executives of the bank in order
to better define these ideas.
The criteria for generating, evaluating and developing these
concepts were always in line with the strategic objectives
of the bank and mostly with the needs and expectations of
users.
A few of these concepts are currently in development phase.
We are sure some of these ideas and business models could
revolutionize the banking card business, not just inside Mexico,
but worldwide.
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