USAA's New Credit Card for Credit Builders

9 Months

The USAA team sought a project involving 3 phases of design and research to coneptualize a new credit card product. Each phase is dedicated to ideating, refining, and creating a research driven narrative for the user's needs and key solutions proposed by this product.

Deliverables

Archetypes
Journey map
Defined and refined experience principles
16 key concepts for the new product, including comparative analysis of value propositions and resonance with each archetype
Hero narrative incorporating the top 5 concepts from testing

Role

Phase 1: Uninvolved, as I was preoccupied with a different project
Phase 2: Lead researcher
Phase 3: Co-lead Researcher

Methods

Literature review (USAA's existing user research)
Moderated generative research
Market research
Moderated user interviews
Concept testing

Tools

Figma / Figjam
Zoom