Part 9/11:
Further insights came from analyzing diverse customer segments, such as premium cardholders versus cashback users. Premium users appreciated a personalized experience with long-term benefits, while cashback users valued immediate rewards. Recognizing these distinctions allowed for customized product features, increasing engagement and loyalty.
An example also mentioned was shifting the focus from property value to home equity when assessing mortgage products, aligning offerings with what mattered most to users, thus providing a more relevant and inclusive experience.