Azimo partnered with Headway to explore new opportunities in FinTech related to global money transfers. This partnership was created to foster continuous innovation and growth for Azimo, with a focus on creating new value for customers.
Having over 1 million customers in different parts of the world means that Azimo has an abundance of opportunities to innovate and grow.
This also creates a challenge - Deciding what new ideas to pursue.
Azimo needed a way to bring clarity to their research and decision-making process, to ensure the most impactful initiatives were being supported.
Azimo consistently invests in their customers and employees.
Partnering with Headway to find and define new business opportunities not only supported a strategic pursuit of growth, but also had an additional benefit of leveling up their own research and innovation skillset.
Headway applied a 'Jobs to be Done' research model to explore and uncover new business opportunities with existing Azimo customers.
We conducted over 45 interviews with real customers to build a deeper understanding of the social and emotional context for customers sending money internationally.
After uncovering customer stories to build situational context and lots of data points, we then applied synthesis methods to bring meaning to the data.
While revisiting the unique elements of each customer narrative, we used visual mapping exercises to highlight themes and patterns.
The surfacing of these patterns allows us to go deeper into understanding and questioning "why" these behavioral patterns occur. In this phase, we converge to create clarity from seemingly ambiguous and diverse stories and data.
In this phase, we converge to create clarity from seemingly ambiguous and diverse stories and data.
The understanding of context, motivations, and struggles allows us to frame opportunities for product and marketing innovation including under-served problems customers are trying to solve, new market definitions to be captured, and customer experience enhancements.
We surfaced many growth opportunities for Azimo after distilling and categorizing the customer research.
We then worked through a prioritization exercise to help them focus on the biggest opportunity areas by weighing various opportunity criteria:
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