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UX Research
04
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UX Research
Business Challenge
The credit card business needed an evidence-based understanding of how customers actually shop for, evaluate, and select card products – replacing fragmented, stakeholder-assumption-driven views of the journey with validated research.
Strategic Approach
Ran a discovery research program combining hypothesis testing, customer interviews, and weekly cross-functional workshops with product owners to map the full pre-purchase-through-repeat-purchase journey against real customer behavior.
Research & Deliverables
Built two primary personas representing distinct shopping mindsets (an engaged "thoughtful shopper" and an impulse-driven purchaser), synthesized a JTBD-based journey framework mapping the full path from unaware through post-purchase experience, and documented/prioritized customer problem statements – validating some pre-existing product assumptions and invalidating others.
Outcome
Delivered a validated persona and journey framework intended to guide the next phase of card-shopping experience design; handed off to the product and design teams before implementation began.
Business Hypothesis
Customer Problems
Experience Framework
Personas & Mental Models