Payments · Identity · Demand validation

An identity-as-payment concept, reshaped on the demand-test data.

A Citi D10X concept testing whether Citi-as-identity could simplify ecommerce checkout. Partial validation; the demand-test data reshaped the proposition around identity and card management, not pure checkout speed.

Challenge.

Citi had an internal hypothesis that consumers would adopt Citi-as-identity for ecommerce checkout. Faster login, faster card-on-file, fewer abandoned carts. The decision was whether to build out Citi-as-identity infrastructure or reshape the proposition.

Approach.

• Demand test on an unbranded landing page measuring click-through and intent against the speed-of-checkout pitch.
• Audience targeting against ecommerce-active segments, paid acquisition through Facebook and Google.

Outcome.

• Partial validation, signal on identity and card management resonated more than checkout speed.
• Reshape recommended, identity and card management as the durable wedge.

Methodology lessons.

• The demand test as needs-discovery instrument, not concept-test instrument. Paid traffic to an unbranded landing page produces a behaviorally validated map of which underlying problems are activating.