Village
Innovation project to define the strategy, product, and go-to-market plan for the next-generation wallet of a leading Australian retail giant.
Through extensive research and strategic product definition, we developed a wallet that transcends mere transactions, creating a two-sided marketplace and ecosystem. For merchants, we harnessed the power of data to enable the creation of highly targeted loyalty programs, driving customer engagement and retention. Simultaneously, we empowered customers to make a positive local impact with every purchase, while enjoying personalized offers and rewards.
This award-winning wallet (Best Wallet APAC 2023) stands as a testament to the transformative potential of design leadership in the retail space. It demonstrates how a customer-centric approach, coupled with data-driven insights, can create a product that not only drives business success but also fosters meaningful connections and social responsibility.
+26
Consumer Interviews
+600M
Consumers reached for MVT
+18
Retailers interviews
“Contribute to our local community is very important, businesses should lead the way.”
“I have the ability to make a difference with my spend. That is very powerful.”
“Now a days, living in Australia is hard. The sense of community is not easy to get here, I miss it.”
While small Merchants want to focus on local community, but struggle to attract and retain customers
Business cycles are challenging
“It’s very stressful how up and down business can be… The quiet days I make a loss!… what can I do?”
Community as a marketing tool
“Local community is my most important customer base, is always a good investment.”
No insights on offer effectiveness
“Sometimes running a business feels like gambling… I don’t really know what’s working!”
Designing the village ecosystem
This project envisioned a two-sided marketplace seamlessly integrated within the wallet experience. On one side, we empowered merchants with data-driven tools to create targeted loyalty programs, fostering stronger relationships with their customers and driving repeat business. The platform enabled them to gain valuable insights into customer behavior, allowing for personalized offers and promotions that resonate with their audience.
On the other side, customers were offered a unique value proposition – the ability to make a positive impact on their local community with every transaction. The wallet not only streamlined payments and provided personalized rewards but also connected users with local businesses and initiatives, fostering a sense of belonging and shared purpose. This dual-sided approach created a win-win scenario, where merchants thrived, customers felt valued, and communities flourished.
Behaviour design to create stickiness
To enhance the customer side of this two-sided marketplace, we could leverage behavior design with variable rewards to create stickiness and further strengthen their engagement. By incorporating elements of surprise and unpredictability into the rewards system, we can tap into the power of intermittent reinforcement, a psychological principle that has proven to be highly effective in driving habit formation and sustained engagement.
By integrating variable rewards into the customer experience, we not only enhance the wallet’s value proposition but also create a powerful mechanism for driving long-term engagement and loyalty. This approach ensures that customers remain actively involved with the platform, strengthening the connection between them, local businesses, and their community.
Village, the new way Australians interact with their local business
