Unlocking the Future of Debit: Insights & Strategies for Greater Adoption
About the client
A leading financial institution in Brazil, recognized for its extensive customer base and strong presence across the country. With a mission to promote financial inclusion and economic development, it offers a wide range of banking services, from personal accounts to social benefit distribution. As a key player in the national financial ecosystem, it plays a crucial role in fostering accessibility and innovation in banking solutions.
Challenge
Overview
To strengthen the adoption of debit cards, it was crucial to identify the motivations behind their use and uncover opportunities to enhance their value. Through in-depth research, including interviews, field observations, and data analysis, we built a thesis supported by insights and evidence.
Our approach mapped key opportunities framed as improvement hypotheses, revealing two main areas for innovation: enhancing the debit card journey and adding meaningful value attributes. These findings led to strategic recommendations aimed at optimizing the user experience and driving greater engagement with this payment method.
User interview
Benefit Program Profile
Understand the gains, pains, needs, habits, behaviors, and relationship with the digital banking app of individuals benefiting from the social program.
Bank Account Holder Profile (Institution A)
Understand the gains, pains, needs, habits, behaviors, and relationship with the bank of individuals holding checking and/or savings accounts at this institution.
Account Holder Profile (Other Banks)
Understand the gains, pains, needs, habits, and behaviors of individuals with a checking and/or savings account at this institution, but who primarily use other banks.
Personas
It was defined three behavior profiles that summarize the connection with payment methods, usage habits and occasions, value attributes for users, and the relationship with the debit card.
Reframing the Challenge for Strategic Impact
After conducting in-depth qualitative interviews, gathering key insights, and analyzing quantitative research, the focus of the challenge was shifted to two core areas: the Debit Value Proposition, which asks how we can make debit payments as fast, practical, secure, affordable, and modern as PIX, and the Debit Journey, which seeks to create the right triggers, enhance user skills, and foster motivations to drive behavioral change.
This reframing refined our approach, enabling us to design solutions that deliver real value and foster seamless, user-driven experiences.
Main deliverables
Provide a general description of the items below and introduce the services you offer. Click on the text box to edit the content.
Persona Typology
A comprehensive set of information representing the personas providing a deep understanding of each persona's point of view, motivators, pain points, habits, priorities, and their journey with the bank. Additionally, it was identified the specific stimuli that encourage card usage and the value attributes for each payment method. This information serves as a foundation for creating tailored strategies to enhance the user experience and drive adoption.
Opportunity Map
It outlines hypotheses to be explored as potential improvements. This map acts as a guiding tool for the creation of solution development proposals. It highlights areas where enhancements can drive value, offering a clear direction for future innovation and strategic initiatives.
Implementation Roadmap
Organized based on the mapped opportunities, it outlines the evolution of the improvement hypotheses in two main stages: one focused on co-creation and solution prioritization, and the other on testing and validation. Once the solution is validated through small user experiments, we scale the implementation to ensure broader adoption and impact.