Traditionally, finding credit card deals has been difficult. People had to hunt on separate websites, or they only found out right before they paid. A few years ago, new regulations made it easier to aggregate banks’ products and services in one single app. Financial services provider Standard Chartered took this opportunity to develop CardsPal, an app that aggregates all credit card deals. To test and further develop this app, they needed a fast and efficient solution.
First, we conducted research in both Hong Kong and Singapore to better understand CardsPal’s target group. Next, we set up a short-term insight community with those target users, and asked them to download and use a beta version of the app.
As they were completing certain tasks while recording their screen, we could observe how people were using the app. The users also shared videos in the community with instant feedback for the designers.
Next to that, we moderated consumer discussions on the community and organized one-on-one interviews – using the ‘UX Think-aloud’ protocol – to explore user needs and get deeper insights in their frictions and tensions.
When we showed consumers an early beta version of the app, we receive a mixed response. However, based on these insights and after several iterations, Standard Chartered was able to launch CardsPal with an improved user experience.
We’d love to showcase what our Insight Communities can do for your brand. So get in touch to request your showcase!
Research communities, online discussions boards, bulletin boards, insight ecosystems… what’s in a name. In this bookzine, we bring clarity by defining four different community types, each linked to a concrete research need, illustrated with best practices.
Request your download
Written by Chloe Stevens / Graeme Lawrence
In collaboration with InSites Consulting, Haleon is evolving its Consumer Connects through a range of methodologies, allowing multiple teams to build empathy and get inspired for future innovation.
Written by Thomas Troch / Casey Howren
Over 1,200 beauty-product lovers are co-developing product innovations at L’Oréal via an InSites Consulting online insight community
Written by Mark Alvarez
InSites Consulting became L’Oréal’s top-scoring agency in 2019 by immersing its teams into the lives of 2,000 Hong Kong consumers