01
ICP · FinTech · Payments
Aligning On The Right Customer
↑ Acquisition & retention
The challenge
A payments business was seeing uneven growth — but it was unclear why. Leadership and ground-level teams had different pictures of the customer, quietly pulling targets, product and messaging in different directions.
Stakeholder interviews
In-depth interviews
Data analysis
Segmentation
ICP workshop
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02
Product Strategy · Mobile · FinTech
Making the Case for a New Product
#1 requested feature — shipped
The challenge
Leadership didn't believe their users needed a mobile app. The data said otherwise. Research settled the argument — and made sure the right product got built.
Desk research
In-depth interviews
Customer survey
Eye tracking
Concept validation
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03
Behaviour Change · Consumer · Investing
Empowering the Novice Investor
↑ New investor sign-ups
The challenge
An investment platform wasn't working as hard as it needed to — to move novice investors from interest to action. The content was accurate and comprehensive — but rational messaging wasn't landing, and the real fears weren't being addressed.
In-depth interviews
Emotional mapping
Behavioural theory
Content testing
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