Discovering the gap before launch
A financial-service provider wanted to introduce a smartphone app for sending money, paying for purchases, and managing an account.
The provider already served a large number of people through text-based payments. These existing customers appeared to be the natural first audience for the new app. But familiarity with the service did not necessarily mean readiness for a completely different way of using it.
We spoke with potential customers, tested simple paper versions of the app, and examined recurring questions received by the client’s customer-support teams.
The research revealed several obstacles. Many intended customers had limited access to suitable smartphones, unreliable internet connections, or little experience with app-based financial services. They were also understandably concerned about making mistakes when money was involved.
Changing the launch direction
We brought decision-makers, customer-support representatives, designers, and developers together to examine what it would actually take to move existing customers directly to the app.
The evidence led to an important change of direction: begin with people who were already more comfortable using smartphone services, while making the product accessible enough to reach less experienced customers over time.
The research then shaped the experience itself. Creating an account, confirming identity, adding money, and sending funds were treated as moments where people needed clarity and reassurance. We designed these activities around straightforward language, understandable steps, and visible confirmation of important actions.
The app also needed to work on more modest devices and under limited connectivity while meeting necessary security and regulatory requirements.
What changed
The client entered the market with a clearer initial audience, stronger evidence behind its decisions, and a product designed for the conditions in which it would actually be used.
Following launch, the service grew into one of the market’s five most-used app-based payment services. People outside the initial urban audience also began adopting it, supported by its straightforward experience and ability to work on lower-end devices. The product went on to become an important source of revenue for the provider.
A stronger foundation for growth
The client gained more than a well-designed app. Our work created value across the product, launch strategy, and wider business:
- Reduced the risk of launching to an audience that was not yet ready
- Identified a more credible audience for the first release
- Turned customer realities into clear product and experience priorities
- Aligned business and delivery teams around a shared direction
- Created a practical foundation for reaching a broader market over time
By challenging an important assumption before launch, we helped the client enter the market with a more realistic approach and a product suited to the conditions in which it would actually be used.