Visa Proposition & Comms Review

Overview

Visa hired our team to review how their card products were positioned across digital channels. The brief was simple: find out why core features weren’t landing with customers and rebuild the strategy so value was clear at every touchpoint.

Role

Product & CX Consultant, Chillimint

Highlights

• Visa hired our team to review how their card products were positioned across digital channels. The brief was simple: find out why core features weren’t landing with customers and rebuild the strategy so value was clear at every touchpoint.
• I mapped the full customer journey across web, app and email, pulled data on activation and attrition, and analysed how messaging shaped user behaviour. This turned into a set of clear problems: fragmented product narratives, inconsistent value messages, and poor hierarchy of information.
• Visa adopted the new proposition structure across multiple markets. UX flows became clearer, feature adoption increased, and teams had a consistent playbook for future releases.

What I Delivered

I mapped the full customer journey across web, app and email, pulled data on activation and attrition, and analysed how messaging shaped user behaviour. This turned into a set of clear problems: fragmented product narratives, inconsistent value messages, and poor hierarchy of information.

Impact

Visa adopted the new proposition structure across multiple markets. UX flows became clearer, feature adoption increased, and teams had a consistent playbook for future releases.