Case Study: Master Thesis

For my Master’s thesis, I investigated a real product challenge using publicly available company data. I carried out every step of the customer centered process myself, from defining the problem and conducting research to mapping journeys, ideating, prototyping, and usability testing. The project shows how I turn user insights into clear opportunities and practical design solutions.

Credit Card Usage Survey

To be able to commence work on Personas I have created a ten question survey on credit card usage. I have received over hundred responses.

Research

Sinus-Milieu Personas Research

Looking at Switzerland in particular (using research from Sinus Institute) my Personas fall into two categories: adaptiv-pragmatic (in German: Adaptiv-pragmatisch) and established (in German: Arriviert). Adaptiv-pragmatic are young, practical, adaptable middle class, while established are well-situated, sovereign social elite.

Credit Card Issuers Research

Traditional banks offer many different products with little flexibility on the customer's end. Modern Fintech companies recognise user needs and offer less products with bigger flexibility. The table below compares all the information discussed in this section:

Persona Creation

To understand who we were designing for, I conducted user interviews, surveys, and secondary research. Using design thinking principles, I synthesized patterns in goals, behaviors, and pain points, which led to the creation of clear, research based personas. These personas guided alignment, prioritization, and decision making throughout the project.

Credit Card Designs

By identifying these personas and understanding their behaviors, lifestyles, and needs, I created three credit card design directions and two additional concepts for Junior users. Each persona received four design variations, with two tailored for Junior. The visual style, colors, and shapes were intentionally selected to reflect each persona in a creative and meaningful way. I named this approach “Personas Transfiguration” to describe how research insights, interviews, surveys, and brainstorming were transformed into tangible visual outcomes.

Step-by-Step Wizard

Requirements and MVP

This project is an MVP (Minimum Viable Product) this means the minimal functionality is provided to work and further development would assure bigger choice of insurance types, more information and better design. For this MVP I have written the requirements in a form of an agile user story:

As a designer I want to create a Step-by-Step Wizard so the users will be able to assemble their perfect card.

Acceptance Criteria:

  • Step-by-Step Wizard shows a potential for full functionality at the later stage.

  • Stepper has to show all the steps which are clickable.

  • Steps needed: bundle choice, insurance, loyalty program, card design, summary.

  • Users should have an option to upload their own design.

  • User needs to be asked about the correctness of the information.

  • There should be a possibility of learning more about loyalty programs and insurance.

  • Mock ups should be created according to Swisscard Styleguide.

Process

Using Figma, I was able to build all the screens which would then be used in a prototype. The company already uses responsive grids to make sure the website looks right on each device. I have prepared responsive design for the first two pages and continued with a large screen afterwards (the only necessary size for a prototype).

User Tests

To be able to test my prototype I have asked three people (falling into Personas groups) to take part in a remote user test. I have prepared the Invision prototype, sent the link and using Skype. I was able to track their steps.

Here is the feedback I received:

  • “Clickable prototype is clear and steps are easy”;

  • “For future I would include more insurance types”;

  • “Clear steps and easy navigation”

  • “I’m happy I can choose between VISA and Mastercard”;

  • “Great choice of different credit card designs”;

  • “Insurance choice can get complicated if there are more of them, this should be thought of in the future”;

  • “Summary page could maybe show detailed information?”

Marketing Campaign Posters

Based on survey feedback identifying the most successful card designs, I created promotional posters featuring them alongside the step by step wizard. I selected photography that visually represents the developed personas, making the campaign relatable and targeted. These posters could be displayed across the city, in shopping centers, or other high visibility locations.