Case Study

Targeting Consumers using Human Centered Design


Malaysian commercial bank with more than $10 billion in assets.

The Story

The Challenge

The client had aspirations to launch a new fintech product but needed target consumer data in order to support product development, a go-to-market plan, and a marketing strategy.

The Choice

The response

B|G used a Human Centered Design approach to the problem, focused on understanding the customers and their ecosystem in order to isolate the attitudes and behaviors that impact product development, product design, go-to-market plan, and the marketing strategy.

B|G provided data, research, analysis, and insight on consumer dynamics for a subset of the bank’s target fintech customer.

The Results

The client was able to develop an effective product development and design plan and a customer strategy which was propelled forward by B|G’s target Human Centered Design consumer profiling research.

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