Transformative Products

The lead credit card product had become undifferentiated and was stagnant. Revenue growth was driven by financial engineering, not customer loyalty. The company needed a strategy to transform its position in market and reestablish a growth trajectory.

We used psychographic interviews to get underneath how consumers interacted with the industry, what issues they had, and where the latent opportunities were. We found an opportunity space in positioning around consumer advocacy: “treating the customer right” and transparent communications, i.e., plain, simple English.

To make it tangible, we designed a product line with an automatic fee waiver feature and easy access to customer service. We then executed a major technology and operations infrastructure build to support a national launch.