Zip Go-to Market Expansion
2020
When NOT shipping is a win: empowering health program through insights intelligence leading to purposeful pivot saving ≈$12M in rework
Objectives
Equip the business with comprehensive data-driven insights and strategic recommendations for to help inform their go-to-market (GTM) approach, including pricing models tailored to each new market, ensuring alignment with the region’s unique landscape.
Mitigate risk during conceptualisation phase by identifying any potential blockers or localise socio economic challenges that may arise
Approach and process
Regulatory and market analysis:
Conducted thorough investigations into each target country's legal framework, regulations, lending practices, and consumer borrowing behaviours to identify unique market conditions and risks.
Competitive Intelligence:
Performed competitive analyses to understand existing BNPL offerings and positioning in each region, identifying opportunities for differentiation and strategic entry points. Create the various Customer archetypes and split them by likelihood to adopt this new offering.
Localised user research:
Partnered with Zip’s research lead to plan and conduct localised interviews, providing nuanced insights into user needs, preferences, and barriers in each target market.
Design:
Craft the hypothetical journey maps based on insight and prototype designs for A/B testing
Impact
$12 M
forecasted savings
4.7 x ROI
on research investment through risk mitigation
The engagement culminated in the successful launch of the BNPL product across three new markets - South America, Europe, and Asia. The data-driven GTM strategy enabled them to enter these diverse markets informed by localised insights and a robust competitive framework.
Zip has successfully was launched in 4 new markets including UK, Mexico, Singapore and UAE and is currently being used by 3+ million people.
MY ROLE
Lead Product Designer (consultant)
Strategy
end-to-end Design
the team behind
