Case Study

Targeting Consumers using Human Centered Design


A Malaysian commercial bank aimed to launch a new fintech product but lacked consumer insights critical for product development and marketing. They engaged Bâton Global (B|G), employing a human-centered design approach to understand their target audience's behaviors and needs.

The Story

This financial institution specializes in offering banking and financial services that align with ethical and moral principles. It provides a wide range of products and services including personal banking, business solutions, and investment opportunities that are tailored to meet the diverse needs of its clients.

The Challenge

The bank sought comprehensive insights into customer behavior, preferences, and the overall business environment while pursuing goals of driving product development, go-to-market strategies, and marketing initiatives for their forthcoming fintech product.

The Choice

B|G conducted thorough secondary research, reviewed internal documentation, and conducted primary research through surveys and focus groups. Their data analysis informed refined customer profiles, empowering the bank to design effective marketing strategies that align with customer preferences and needs. This engagement positioned the bank to offer tailored solutions and experiences to its target audience.

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