Research commenced with stakeholder interviews extracting key assumptions around credit card usage and international transaction fees. VISA provided an initial segmentation of cardholders in Australia and three draft subscription models for testing.

24 user interviews were conducted to understand behaviours and attitudes towards credit card usage and fees, and to gather feedback on the models. The initial models were tweaked based on qualitative learnings, whilst ensuring they aligned with business objectives.

A mass survey was completed by 846 respondents to test adoption of the revised models. We analysed the quantitative data gathered from the survey alongside the qualitative insights from the interviews to enhance the research findings.

We presented the findings from our qualitative and quantitative research to key stakeholders from VISA and its partnering bank. The presentation included insights around user behaviours and their attitude towards credit cards, concept uptake and feedback, plus recommendations on how to target those more likely to adopt the model.

The findings would subsequently help VISA and its partnering bank with further development of the subscription-based fee model, as well as laying the foundation for a more profound understanding of their potential customer base.