CAF Bank (Charities Aid Foundation) wished to create a new kind of charity donation service that was linked to credit card use and came to firsthand for help with its development.
Without any real marketing budget and the established presence of other donation cards, our challenge was to come up with a proposition that people would actually choose, use and talk about.
In order to identify the right service attributes, brand story and customer experience, we performed benchmarking, competitive analysis, user research and proposition prototyping activities.
The result was a new form of credit card and donation facility aimed at supporting newly identified types of usage behaviour. By tailoring the final proposition around these behaviours, we ensured that the new service would be desirable and useful without cannibalising the existing market or damaging CAF's brand image.