Exploring A New Digital Wallet Concept

Challenge

Exploring people’s reactions to a new shopping concept, and associated needs and barriers with data sharing and personalized online shopping, to inform future concept development.

Our client, a digital wallet brand, wanted a human understanding of the personalized shopping world today and people’s desires and fears around data sharing, to help build a new product concept rooted in customer tensions and experiences.

Approach

We spoke to digital wallet users with varying degrees of sensitivity towards data sharing and privacy in virtual discussion groups. The dynamic conversations helped us build a clear picture of their expectations for personalized shopping experiences, their perceptions on digital wallets collecting data, and their reactions to the concept and hypothesized value propositions.

Impact

Our work became a foundational piece of research underpinning the next stages of concept development, and directly informed the progression of parallel work streams and future research briefs. The Director of Insights described our work as a “phenomenal piece of research with crystal clear insights”.