Co-brand Sustainable Credit Card

This project solved for defining the CVP (Customer Value Proportion) for the first Sustainability-led co-brand credit card in the UAE, that will enable cardholders to lead a more sustainable lifestyle. Benchmarking global view of sustainability offerings we knew that 81% customers expect brands to be transparent and actively talking about their sustainability impact. 73% customers are willing to pay or spend more on a product/service if it is from a sustainable or socially conscious brand and willing to pay fee for sustainable alternatives such as a sustainable card. 79% customers’ decision making includes planet impact and sustainability in their purchasing choices and so on. Rooting our thinking into customer research results three teams, a payment network, an airline and a bank co-created the CVP for the first Sustainability-led co-brand credit card in UAE, leveraging unique capabilities from all partners.

My role in this engagement involved benchmarking and global sustainability offerings, creating customer personas, designing and facilitating various ideation exercises, such as MVP user experience, service blueprint, product roadmap, GTM messaging and strategy.

A user centered sustainable card CVP was designed consisting of various features such as Proactive Tips/ Education on CO2 impact, Sustainable Shopping Rewards, Sustainable Donations, Paperless Billing/ Statements and Gamification tied to 17 global goals for sustainable development.