Customer value proposition design for EU bank

Innovative bank, CEE region
#Case study


An innovative bank in the CEE region had a task to create a new mass card product to attract new customers and increase transaction frequency.


We used quantitive and qualitative research methods: online questionaries, and in-depth interviews (62 respondents), to discover key pain points in existing customers’ experience with the bank, needs, scenarios of using banking services, and “cash.” After the research phase, we managed a Value Proposition design workshop, where key stakeholders, Mastercard, and CI team ideated the future products and enhancements in omnichannel customer experience.


A new unique Value Proposition was created. More than 20 ideas of CX enhancements was taken into assessment and future design.


Craft Innovations has diverse business and practical know-how in research and design fields. Their expertise allows Mastercard to create new product lines for their clients, addressing the needs of more than six million customers. Furthermore, their team communicates clearly and efficiently

  • Elmir Huseynov
  • Senior Manager at Mastercard