Zip Go-to Market Expansion
2020
Improving how people experience Gov services impacts 8.1+ million lives and ideas of change start with few likeminded brains willing to go beyond job titles.
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
Our key objective was to driving strategic innovation long term by enable government agencies to more easily and efficiently identify, prioritise and act on system‑level opportunities for improvement and innovation.
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
MY ROLE
Lead Product Designer (consultant)
Strategy
solution Design
the team behind
The MV(valuable)P:
"Life as we know it"
Looking into the future
After sharing the initial prototype with a Lead Principal Service Designer, we incorporated Wardley's value chain map to surface upstream/downstream dependencies, clarify handoffs, and pinpoint leverage points across teams. This sharpened prioritisation and aligned stakeholders on where changes would create the most impact.
👉 Identifying trends and opportunities for innovation, making recommendations for processes optimisation
Potential Impact
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.
9-12 %
projected innovation increase
Bonus
Other “not-so-secret” things I worked on during my time at Service NSW
👉 NSW Digital ID beta
👉 Seniors Card
👉 POC for verifiable credential (securely sharing credential like First Aid Certification, Working with Children Check etc.)
Victor Dominello, former New South Wales Minister for Digital and Customer Service (2019-2023), NSW , Australia