Create a strategy and MVP product design to disrupt the offer marketplace.
The opaque world of Ts&Cs prevents people from understanding the truth in the contracts behind the offers they’re sold.
A new award-winning AI product that converts with a strategic idea that serves as a north star for the startup.
Strategy sprint
Category review
Experience audit
Audience discovery
Purpose definition
Experience principles
Experience ideation
Prototyping
Product roadmap
The startup Good.Choice had a cutting-edge tech stack and an intention to leverage AI 🤖 in creating a new seamless offer comparison experience. They wanted to reduce friction for users in a market often riddled with confusion.
Web 3.0, tokens, digital wallets and, of course, AI – but there was a whole lot of tech on the table. However, one crucial ingredient was missing: a clear customer problem that the all that tech could be deployed to solve. The startup came to us while I was the Head of Strategy at Else London.
We took a step back and embarked on a strategy sprint. With a customer-first approach we sought to identify a human pain point that Good.Choice could uniquely solve in the world of online offers at large.
We needed a clear customer problem that all the tech could be deployed to solve.
The startup was set to first go after cleaning up the gambling marketplace, known for its dubious offers. But a good strategy can raise the game and unlock new horizons for the product.
After much research we landed on something that was a universal human painpoint online: the notorious Terms and Conditions.
Nobody has the time to read, let alone understand all the T&Cs online – yet we all need to agree to them on a daily basis. We are simply forced to agree to them by design.
With the whole offer marketplace across categories also rigged to make us feel this way, we have little way to really compare our options and make informed decisions. This makes us feel disempowered.
“The clarity Antti brought to the early-stage thinking and the vision he helped us define for the product still underpin what we’re doing today.”
It’s not enough to just identify the enemy – what is it that you stand for?
We wrote a quick 'Good Purpose' for the product:
“We’re going to help you understand what gets hidden in the small print, to know the devil in the detail, and expose the gap between the offer you’ve been promised and the Ts&Cs so you can feel better informed and make better choices.”
Finding the truth behind the offers. This was a good purpose everyone could get behind.
We decided to give the chore of reading the Ts&Cs to the AI and play back the results, presenting what mattered to the user, in an intuitive way. A smart use of AI to reveal the truth behind the offers was born and a clear role for the product.
Working with the collaborative startup client and the talented product design team at Else, we designed an AI solution to digest the lengthy Ts&Cs with an interface that presented users with clear, personalised choices based on what they valued the most.
At the same time we painted a picture of how the Good Purpose we had defined for the startup could grow over time, building it out as a roadmap for the future.
The MVP product launched in 2024 and immediately received stellar results:
90% of users engage in offer searches.
60% of users redeem an offer.
Talk about some impressive conversion rates.
The startup has an inspiring mission ahead, advocating for a more transparent online offer experience across sectors.
Good.Choice went onto win the best use of AI in the BIMA awards of 2024.
The case study tells a story of the power of the two-week, intensive strategy sprint where we identified the core customer problem and defined a galvanising purpose for the brand at large.
That Good Purpose, together with the rapid prototyping we did to bring that vision to life, helped unlock an actionable roadmap for the future that’s guiding the startup team today.
👉 Want a clear, actionable, customer-centric product vision? Let's connect.
I help businesses design products that meet real human needs, creating authentic connections and lasting brand loyalty. Using my secret weapon of ‘Maalaisjärki’ – Finnish countryside intelligence rooted in practical solutions – I uncover what truly matters to your audience and how you as a brand can play your role.
90% of users engage in offer searches.
60% of users redeem an offer.
The product won the best use of AI in BIMA Awards 2024
"The clarity Antti brought to the early-stage thinking and the vision he helped us define for the product still underpin what we’re doing today and act, as all good strategy should, as the pole star. I can’t understate the importance of the work he did and would recommend getting him in as early as you can to help pull the different strands of your thinking together into something you’ll follow that everyone understands and can believe in."
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