Visa
Turning neglected data into vital insight
Visa wanted to upgrade their UX research reports. PDF documents are not engaging and weren't cutting it. Together with Kerry, Head of UX at Visa and their research team at Ipsos we:
converted data into insightful, digestible 'nuggets'
built a digital interactive, story-led tool to house research
created a single source of truth for all research
We started with the concept of storytelling through a customers journey. What were the highs and lows?
(we've neutralised sensitive material for this case study)
Each research-driven insight nugget was formatted into a themed card and key action.
Together these cards would form a top line for C-suite and casual readers.
Click on each card and you'd get the 'Insight Board' which included more granular detail including quant, qual and customer quotes.
These were routinely printed out to facilitate ideation and guide Visa's answer to customer insight.
To give weight to each insight board, we created a set of charts that replaced less engaging tables.
Zoom right out across teams and departments, and you'd get the main dashboard. All research in one place.
Along with personalisation based on reading habits and early onboarding signals.
As AI tech improved, we brought in the concept of 'chatting' to your research
