Visa: The New Urban Ethnographic Study

The New Urban Ethnographic Study is a foundation research aimed to understand the urban dweller's mindset, pain points, and needs around daily life, purchases, money management, and payments. The study helps frame the importance of cities in sparking global consumer behavior trends, and serve as the foundation of Visa NY innovation studio’s Human-Centered Design practice.

Time: December 2017 to January 2018

Role: Lead Research and Visual Design

Research Output Overview
Besides synthesising and writing the topline report, I designed the research takeaways to facilitate the team's storytelling research and subsequent results using a human-centerted approach. I accomplished this by highlighting people’s stories.


I worked with a Videographer to create compelling ways to generate, present, and evangelize the study results and recommendations throughout the innovation centers and clients sessions.

Customer profiles utilized in client co-creation and studio installation for client engagement tour.

Insights infographics
Insights takeaways
Research Methods
  • 15 x 30-minute-long street interviews
  • 10 x 1-hour long in-depth interviews
  • 100 x survey responses
    • Participant Characteristics
    Demographic 1
    Young, Digital Natives, Social
    Age: 21-35
    HHI: $75-$250K
    Gender M/F: 40/60%
    New York Metro Area


    Demographic 2
    Affluent, Digital, High Touch
    Age: 35-45
    HHI: $300K+
    Gender M/F: 40/60%
    New York Metro Area
    Attributes
    Smartphone users
    Social media / messaging app users
    In the past 30 days must have: shopped online or via mobile used mobile or online banking ordered via on-demand service



    Research Process
    Interview themes and questions including purchases behaviors and mindsets, payment methods across credit, debit cards and mobile apps, money in messaging and money management.
    Topline Report

    Results

    The study helps frame the importance of cities in sparking global consumer behavior trends, establishing benchmarks of digital experience, and always letting consumers stay connected. The results serve as the foundation of Visa NY innovation studio’s Human-Centered Design practice. It has applied to studio storytelling installations that allow the business team to communicate the insights to clients such as banks, retailers, and merchants. Overall, the study has been shared in clients' discovery sessions and co-creations workshops to provoke thoughts and further influence product design decisions.

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