Ethnography and Co-Creation
Exploring Ways to Expand and Enhance User Experience.
Objective
Venmo, a leading consumer FinTech brand, sought to deeply understand its users and their needs as a way of driving direction and inspiration for new expanded digital features to further monetize its business model.
Methodology
Fusion Hill conducted 20 in-home ethnographic interviews with users in Los Angeles and Atlanta and held two co-creation sessions in Chicago. Prior to their sessions, participants completed an extensive journal to reflect on their financial lives and brainstorm new product or service ideas against their financial pain points and unmet needs. During the sessions, we probed deeper into each user’s lifestyle, values, financial philosophy, goals and challenges. We explored opportunity areas for feature expansion and drivers for deeper engagement.
Outcome
Insights from this research are helping refine Venmo’s target user and drive the development of new app features and future product offerings. Over 20 new opportunity areas were presented along with a number of fully designed feature prototypes, all of which are now informing the development road map.