Optimizing Small Business

This project was to help create a document and artifacts to help Visa optimize business development, identify gaps is existing solutions and opportunities for new product development and partnerships with small businesses.

TEAMS

Design

Product

VBS, VCA

SMEs

DURATION

2 Months

ROLE

Lead Design

Overview & Goals

The impact of digital innovation on small business payments lags behind consumer use-cases, often relying on manual processes, paper checks, and cash.

Over 8 weeks, Innovation & Design, Visa Business Solutions, and Visa Consulting & Analytics collaborated to distill our collective insights to better sell and deliver services and solutions for Small Businesses. By putting Visa's capabilities in the context of the customer experience, we can identify where Visa's solutions can solve our clients' customers' unmet needs.

We created a document and artifacts to help optimize business development to identify and achieve Visa strategic growth goals:

How Visa's products can provide end-to-end solutions
How these solutions complement with each other throughout the customer experience.
Identify gaps in existing solutions and opportunities for new product development and partnerships.
Inform business development for advisory engagements.
Utilize foundational research to accelerate project delivery.

Human Centered Design

HCD is a methodology that puts people at the center of the development process, enabling you to create products and services that resonate and are tailored to your user's needs.

Through personas, customer journeys, and service blueprints, this document offers an understanding of the small business experience, engagement opportunities, and specific touchpoints while buying and selling. Once in the customer mindset, you can map the touchpoints and pain points and translate them into actionable decisions.

Human Centered Design

Small business operators

selling and buying motivations
3 Personas to understand the motivations and pain points of small business operators.

Target end-user's selling
and buying needs and behaviors
9 User journeys to understand the complete buying and selling experience, highlighting pain points and opportunities.

Translate customer moments

into actionable opportunities
5 Service blueprints that identify touchpoints and service gaps, demonstrating how Visa's products can provide end-to-end solutions.

Inside the Mindset of Small Businesses

Personas:
Solopreneur & Established Small Businesses

A persona is a research-based fictional character that is used to understand the target audience and, most importantly, to make informed product decisions.

User Journeys:
Solopreneur & Established Small Businesses

A user journey is a roadmap of experiences that customers go through when interacting with services and solutions - from brand awareness through motivations, specific actions, and pain points. Instead of looking at just a part of a transaction or experience, the user journey documents the full experience of the user.

Service Blueprints:
Solopreneur & Established Small Businesses

A service blueprint is a diagram that visualizes the relationships between different service components - including people, physical or digital props (evidence), and processes -- that comprise critical touchpoints in a specific user journey.

Impact & Outcome

Small Business plays a strategic role in driving the overall PV growth goal. These research-based assets and insights have been leveraged throughout the company: Visa Business Solutions, Visa Consulting & Analytics, and Innovation & Design, during the RFP process, during advisory engagements, to help identify gaps in existing solutions and opportunities for new product development and partnerships, and accelerate project delivery. This has been widely welcomed and leveraged internally, and is intended as a living document to continue to develop as capabilities grow.