How Logica® informed the redesign of global credit card

In the dynamic finance, banking, and technology industries, continuous innovation is important for success. To meet evolving customer needs and enhance products and services, financial brands need to test new concepts to ensure the right direction and marketplace adoption. With Logica, concept testing starts with a deep understanding of your business and product. We bring our over 25 years of experience in financial services and technology to understand your product idea.  We will help you articulate your product to your market and gain the valuable feedback you need to assess the viability and product-market fit of your product.

Logica® specializes in guiding financial brands through this process, employing a tailored approach that blends qualitative and quantitative research methods to refine product concepts effectively. By prioritizing customer-centricity and leveraging data-driven insights, Logica® empowers brands to innovate confidently in today’s competitive landscape. 

Case Study: Concept Testing for Global Credit Card

As consumers, many of our attitudes towards the products we use every day are shaped by unconscious visual triggers. Design matters. When a major credit card company wanted to introduce a redesign of its global card, they recognized the importance of consumer insights to ensure engagement with the new look. The company turned to Logica® to explore consumers’ connections to the new design options for the credit card through a custom, multi-layered concept testing study.

Case Study: Concept Testing for Global Credit Card

As consumers, many of our attitudes towards the products we use every day are shaped by unconscious visual triggers. Design matters. When a major credit card company wanted to introduce a redesign of its global card, they recognized the importance of consumer insights to ensure engagement with the new look. The company turned to Logica® to explore consumers’ connections to the new design options for the credit card through a custom, multi-layered concept testing study.

Concept Testing Research Solution

Logica® collaborated closely with the credit card company’s lead insights team and key stakeholders in ten top global markets to develop a research approach that met the needs of each region. The final concept testing study included comprehensive monadic testing in which aspects of each card design were scored on a range of attitudes, emotions and intended behaviors. This detailed scoring allowed for nuanced comparisons and identification of the highest potential card design, resulting in a winning concept for launch.

Concept Testing Outcomes and Impact

After the concept testing study insights identified the most favored card design among target audiences, the client company was able to move forward confidently with the launch of the new look. Testing the card designs prior to launch ensured optimal success—saving time and money in-market and helping drive new card design adoption in key markets with key customers. This collaboration highlights the crucial role of design in shaping consumer perceptions and Logica®’s commitment to delivering actionable insights for brand innovation.

Reach out to us today to embark on your concept testing journey of product refinement and market success!