Future of
Credit Cards
Year
2017
Organization
Visa
Team
2 Interaction Designers,
1 Visual Designer
My Role
Lead Interaction Designer
Transformed how banks create payment services and credit cards
In 2016, the banking industry was being disrupted by tech startups like Square and Venmo. Our client needed help creating their own disruptive payment services for Millennials.
We invented a customer experience benchmarking system that we infused into a credit card configurator and in-person game.
Our client used the system and game to co-create innovative payment services with banks—tapping into the Urban Millennial market, which was expected to reach $75B in card spend by 2019.
Leveraged research to create customer
experience benchmarking
Banks and Payment Processors didn’t understand Urban Millennials, or how to be innovative like the startups that were disrupting their industry.
We conducted 30 interviews with Millenials to understand their payment behaviors, motivations, goals, and challenges. We combined this data with the client’s quantitative data to invent a customer experience benchmarking system.
The system is now used in conjunction with traditional measures like ROI to create innovative payment services.
Designed a scalable system for small banks to create custom credit cards
Small banks wanted to leverage the value of the CX benchmarking system, but they didn’t have the money for in-person collaboration with the client.
We designed a digital prototype of a credit card configurator. Like customizing a car, the prototype was designed so that banks could experiment with different credit card concepts and see how it would impact the ROI and CX score.
The design was used internally by the client to inspire a culture of innovative thinking, but they ultimately put the build of the configurator on hold to focus on helping larger banks.
Trained the client to rapidly-prototype services using an empathy game
Previously, Visa and their bank partners created payment services and credit cards by sitting in an conference room, and selecting from premade options shown on a powerpoint. The process was creating a culture of comfort stagnation, rather than innovation.
We created a value proposition game and trained product teams in using it with their bank partners. The game guides players in building deep empathy with customers through roleplaying, and leverages the CX benchmarking system to keep score.
The game has spread throughout our client’s organization and it’s continue to be used to rapidly-prototype innovative credit cards and payment services with bank partners.