Instead of launching with best guesses, Visa wanted to test which approach resonated with real cardholders.

Design 4 variants of the key instalment decision screen

Prototype a realistic purchase flow (coffee machine checkout)

Embed strategic test points to measure comprehension and opt-in intent

Collaborate with Ipsos Research for unmoderated testing

1. Design & Prototype Created four versions of the critical instalment offer screen, each presenting the option in a different way within an identical coffee machine purchase flow.

2. Strategic Test Points Built measurement into key moments:

Did people understand what instalments meant?

Where did confusion happen?

Which presentation made them most likely to opt-in?

What questions arose at the decision point?

3. Research Partnership Ipsos ran the testing with real cardholders, capturing behaviour and comprehension across all four variants.

Ipsos delivered insights to Visa showing which variant performed best and where the other approaches created friction.

Result: Visa gained data-backed confidence in which approach would maximise feature adoption at launch.

Client: Visa Research Partner: Ipsos Role: UX Design, Prototyping, Test Framework Design Context: Coffee machine purchase flow with instalment decision variants Deliverables: 4 interactive prototypes with embedded test points