CONTEXT
Direct carrier billing (DCB) is a payment method that allows users to make purchases by charging them to their mobile phone bill or prepaid SIM card.
The Digital Markets Act (EU regulation) opened up opportunities for companies like Orange to expand their services and be present alongside major 'gatekeepers'.
BRIEF
The objective was to use this situation to negotiate the best DCB payment position with potential partnerships to ultimately drive usage and boost the revenue.
I was given strategic points in which our payment method option would be visible.
WHAT I DID
Studied the KPIs indicating very low awareness as well as trust for that payment option.
Addressed the initial request: payment method’s presence across touchpoints but since I questioned its effectiveness at checkout, I initiated further research.
I conducted user interviews to understand a wider perception of the payment method, uncover motivations, the credibility gaps, and how to address these concerns.
Conversations revealed core drivers and fear factors, along with strategies to appeal to specific groups. I gathered consumer-generated ideas on what would make the payment method more appealing and trustworthy.
HYPOTHESIS
I identified 3 main pillars to address to raise the penetration rate: build awareness, raise credibility, and improve the service image.
GUERILLA TESTING
To confirm my assumptions I scripted the scenarios and conducted the research on different age groups' representants.
The study combined qualitative methods, including open-ended questions, with quantitative voting to gather insights.
This approach provided a comprehensive understanding of brand perception, customer preferences across age groups, and opportunities to enhance awareness and engagement.
The study combined qualitative methods, including open-ended questions, with quantitative voting to gather insights.
This approach provided a comprehensive understanding of brand perception, customer preferences across age groups, and opportunities to enhance awareness and engagement.
OBJECTIVES
Through A/B testing, I measured brand perception and identified which aspects resonate most with.
Additionally, the open questions generated ideas on how to boost awareness and enhance brand perception, pinpointing optimal channels, spaces, and moments to effectively engage the audience.
Additionally, the open questions generated ideas on how to boost awareness and enhance brand perception, pinpointing optimal channels, spaces, and moments to effectively engage the audience.
THE OUTCOME
Feedback revealed (among others) massive generational differences in attitudes.
For Gen Z, the focus was primarily on incentives, while for Boomers, concerns centered around the fear of bill shock, indicating the need to address this issue as a priority.
For Gen Z, the focus was primarily on incentives, while for Boomers, concerns centered around the fear of bill shock, indicating the need to address this issue as a priority.
