Differentiating Link, a digital wallet, in a crowded market
Project sneak peak
Background
Stripe introduced Link, a digital wallet offered where payments are processed by Stripe, in 2021. By mid-2022, the market had become saturated and Link was uncertain how to attract consumers amongst a sea of competitors.
Research questions
Which US consumers are most likely to adopt new payment methods?
How do consumers choose to adopt new payment methods? What do they value in theory?
How do consumers approach choosing a payment method in-the-moment of payment? What do they value as they’re making the payment?
Project team
My role: Lead user researcher
Immediate team: Link PM’s (2), Link designers (2), Link EM (1)
Key stakeholders: Stripe’s consumer business lead, Link’s head of product, Link’s head of design
Impact
Insights from this project led Link to create a “consumer value prop” team, focused solely on generating innovative features that could help Link win preference amongst a target group of consumers. Insights helped this team narrow in on a specific target audience to gain product market fit with, and helped the team generate it’s 2023 strategy and roadmap.