VISA
FAIRPRICE
HOW CAN WE DISRUPT GENDER DISCRIMINATION?
A smart shopping assistant to fight the pink tax.
ROLE: PRODUCT DESIGNER | USER RESEARCHER | UX/UI DESIGNER | UX STRATEGY
WOMEN ARE FED UP WITH ALL THE BULLSHIT! WE EARN LESS YET PAY MORE.
PROBLEM
The Pink Tax. A gender based price discrimination on products, goods and services marketed towards girls and women. On average women pay 7% more than men for the same products and services.
OPPORTUNITY
Women are accountable for an estimated $US 20 trillion in spending globally, they can unite and leverage their dollars.
SOLUTION
Fairprice is Visa led initiative that empowers women to slay the sexist surcharge. Create a smart shopping tool that allows women to purchase pink tax alternative.
VIEW PROCESS
WOMEN ARE CHARGED OVER $150,000 IN A LIFETIME BY THE PINK TAX
FAIRPRICE HARNESSES THE PURCHASING POWER OF WOMEN TO CREATE A TRANSFORMATIVE CULTURAL AND SOCIAL CHANGE TO ELIMINATE THE PINK TAX.
MOBILE TOOL
SLAY THE SEXIST SURCHARGE
Smart shopping assistant which allows women to find alternative pink taxed items reviewed and approved by other women.
STEP 1
SELECT & SCAN PRODUCT
Leverage computer visioning to identify product and GPS to locate store and utilize its API to determine price specific to that store location.
STEP 2
NON PINK TAXED ALTERNATIVES
Receive alternative products that are not pink taxed. Items chosen based on active ingredients, brand, pricing & reviews
FEATURE
ADD TO SHOPPING LIST
Women can save their pink tax alternative item to their shopping list so they can remember the product on future trips.
FEATURE
SHOPPING REMINDER
Receive reminders based on GPS location. Once a women arrives at one of their chosen stores they will be reminded to purchase pink tax free products, especially those they have added to their shopping list.
WEBSITE
IT'S NOT MAGIC IT'S JUST PINK
I designed the website that acts as a pink tax repository that women can use as a resource for information about the pink tax, fairprice and actions they can take against the pink tax.
WOMEN ARE MAKING MONEY MOVES.
PINK TAX FREE STORES
SHOP WITHOUT FEAR
As stores begin to feel the impact of fairprice and begin to eliminate the pink tax from their stores they will be gifted a PINK TAX FREE neon sign which they can display proudly that shows their commitment to going pink tax free.
SOCIAL CREDIT CARD
SPEND SOCIALLY AWARE
The fairprice pink credit card, rewards women for shopping at pink tax free locations. Women receive 7% back because women on average spend 7% more on products. The cash back rewards maximum $2,188 (the average amount women pay additionally annually).
FAIRPRICE PAY WHAT IT'S WORTH CAMPAIGN
FAIRPRICE EXPERIENCE
The mobile tool, website and credit card are part of a holistic awareness to action campaign; Pay What It's Worth. Fairprice is Visa's answer to the price gender price disparity between male and female products. This initiative encourages women to pay what it's worth rather than pay the pink tax. Fairprice provides intersectional education on the pink tax and various tools as entry points to fight back. a diverse range of issues and creating entry points for new grassroots activists &
WHY FAIRPRICE WORKS?
VISA + FAIRPRICE = SOCIAL CHANGE
We are amidst a cultural upheaval which is empowering women to strongly stand up for our long overdue equal rights. Fairprice focuses on an inequality that goes over looked but has a large impact on a woman's life from birth to death. Inspired by Visa's mission to create positive change in the world and it being the largest payment network globally, Visa is positioned to leverages women's purchasing power and its investment in technology to change the pink tax status quo. The mobile tool, credit card and pink tax approved stores are integrated well with one another that it doesn't require women to make massive changes in their current shopping experience but save money and support products and brands that support us.
MY DESIGN PROCESS
A design process is not like baking a cake there is no one recipe, it is every changing and fluid. My design process and deliverables adapts based on the context, problem, goals and scope. Design processes never are as neat and tidy less linear and more cyclical. However, I use decide the problem, discover the pain points, define the objectives and design the solution as my overarching guideline. View detailed process and documentation below.
decide
THE PROBLEM
  • BRAND AUDIT
  • RESEARCH REVIEW
  • CULTURAL PHENOMENON
    PROBLEM SPACE
    DESIGN WORKSHOP
discover
THE PAIN POINTS
  • JOURNEY MAPPING
  • USER RESEARCH
  • USER INTERVIEW
    TEAM JOURNEY MAPPING
    PERSONA
define
THE OBJECTIVES
  • COMPETITIVE ANALYSIS
  • BUSINESS OBJECTIVES
  • DESIGN OBJECTIVES
design
THE SOLUTION
  • DESIGN SPRINT
  • USER TESTING
  • USER JOURNEY PARENT
    USER JOURNEY CHILD
    SITEMAP
decide the problem
GOAL
My team and I started with the open ended challenge Gender Branded Consumer Goods. With that problem space having endless possibilities, we set out to decide on a problem in which we could create positive impact and inspire change. I began by gathering as much general information as possible and discuss with the team. 
KEY INSIGHTS
  • Partnering with the proper brand is key to tackle the pink tax
  • Pink Tax affects women from "cradle to cane"
  • There is a lot of talk about the pink tax yet lack of action
  • Visa views women as essential to their business model and have many initiatives to prepare women with financial literacy and resources to make smart decisions
PROCESS
WHAT ARE GENDER BRANDED GOODS?
RESEARCH REVIEW
Gather as much information as possible and share in an easy visually and collaborative way. Provide a way for my group members to share information in a more visual way other than google docs, through visuals, pull quotes, links, summaries and key insights. This is a way I begin is by diving in to research and gathering as much information and visuals on the topic as possible as inspiration.
WHAT IS THE PROBLEM?
PROBLEM SPACE
Once our team discovered the pink tax we were all pissed off; full of fire and inspiration. Instead of just starting to fight against the pink tax. I wanted to thoroughly understand what the pink tax is and why it exist. I used this research to help lead my team in a design workshop so we could all share our findings.
CAN WE NARROW THE PINK TAX PROBLEM?
DESIGN WORKSHOP
I led a collaborative white boarding session where my team evaluated the pink tax, its current situation surrounding the pink tax, possible brand partnerships and completing a how might we session. This helped our team be on the same page and lead us to our next steps.
WHAT DOES CULTURE SAY?
CULTURAL PHENOMENON
I often reflect on culture to validate whether or not the the problem can have cultural impact and if there are any experiences that could reinforce the solution. Since we completed Fairprice by Visa, women's social activism has been on the rise!
  • Social activism #MeToo, Women's March
  • Listicals about the pink tax with out any avail or solutions presented
  • The fight for equal pay and diversity in the workplace
WHY VISA?
BRAND AUDIT
Our team mindfully chose to partner with a payments company as they are not responsible for the pink tax but are a part of the process. I completed a brand audit on both Master Card and Visa. Once completed I made the recommendation that we partner with Visa. Due to its commitment to creating positive change in the world and its devotion to women financial empowerment and literacy.
discover the pain points
GOALS
Once my team and I understood the current situation of the pink tax and our chosen problem space. We then needed to have a better understanding of who we were designing for; what their needs, expectations, and pain points were.
KEY INSIGHTS
  • For parents eye exams are expensive, one of the largest cost non monetary time 
  • Decrease in school funding has led to a decrease in eye screening
  • LensCrafters current user experience for families does not align with the needs of parents & children; convenience, location & time
  • LensCrafters offers a lot of beneficial information for kids eye health yet it is buried, lack of navigation
PROCESS
WHAT IS THE CURRENT JOURNEY?
STORY BOARD
OUr team worked through an exercise where we illustrated our shopping journeys throughout Target to buy shampoo. We wanted to understand when a shopping journey begins, points of tension, areas of similarities. We did this as a discussion starter and preliminary idea generator.
HOW DO PEOPLE CURRENTLY SHOP?
USER JOURNEY MAPPING
I had 15 women visualize their shopping journey to determine any similarities and find moments that women share in common that could be interrupted especially points of purchase. To gauge what intersectional points in the shopping experience people share and we could leverage to transform it. I like to start my investigation by talking to users before doing in-depth research, so I can have a greater connection and understanding of their experiences to improve my empathy.
WHAT ARE THEIR PAIN POINTS?
USER INTERVIEW
I conducted interviews with an array of women with different demographics. Surprisingly most did not know what the pink tax was and were extremely angered when I revealed the lifetime impact if has on women not including the various other injustices women face as well. A few felt paralyzed by all of the things we as women have to stand up for and just want an easy way to fight back.
WHO ARE THE USERS?
USER RESEARCH
After completing my user interviews and examining user journeys I was interested and gathering more insights into female shoppers. Especially those angered by the pink tax but are at a loss on how to fight against it. I find speaking directly with users in interviews help lead follow up user research and aid in better define who the design target is.
WHAT ARE THE USERS NEEDS & EXPECTATIONS?
PERSONA
I compiled the information from user interviews, research and my personal experience to develop a proto-persona which my team could reference as we gut checked ourselves throughout the campaign and product development.
define  the objectives
GOALS
After completing discovery and research into the brand and Evaluate LensCrafter's opportunities, strengths, weaknesses and inconsistencies to help determine what the proper problem LensCrafters can solve for its customers. Also determine a sustainable niche market LensCrafters can infiltrate.
KEY INSIGHTS
  • Designing a complete holistic campaign that leads from awareness to action is necessary. Women are undereducated and unarmed when it comes to the pink tax
  • Very few effective social activism tools exists that users can use while shopping yet there is a market in need of these tools
  • Shoppers are aligning with businesses and brands that align with their personal beliefs 
PROCESS
WHERE DO WE FIT IN CURRENT MARKET?
COMPETITOR ANALYSIS
I surveyed the landscape for shopping social activism applications. The market is pretty slim. Both were created in opposition to the current administration as a way to provide users to support brands and products who's values align with their own.
WHAT ARE VISA STAKEHOLDERS GOALS?
VISA BUSINESS OBJECTIVES

While developing Fairprice our team focused on creating an empathetic and human centered product but also ensuring that it met the Visa stakeholders business and social objectives: improving the lives of people to create a better world and increase usage of Visa. Thus we established the requirements for Visa to be a measurably successful product aligning with its mission and brand purpose.
WHO ARE WE DESIGNING FOR?
DESIGN OBJECTIVES
Women and men need to be educated about the pink tax and understand its impact over a woman's lifetime. Keep the tone playful yet serious and informative. Make women and men feel comfortable breaking the stringent women and men aisle barriers.
design  the solution
GOALS
Design the user journeys throughout the campaign and with specific products. Fairprice by Visa design the solution required examining the campaign journey and aligning the mobile, website, credit card and pink tax free store experiences as well.
PROCESS
WHAT IS THE PAY WHAT IT'S WORTH CAMPAIGN?
CAMPAIGN USER JOURNEY
Our team worked collaboratively to concept and deliver an extensive and well rounded campaign with various touch points. Starting with print ads and social posts which are reinforced by the experiential all of which leads to the website. The website provides the mobile tool, fairprice credit card and list of pink tax free stores.
HOW WILL THE APP BE USED IN STORES?
USER JOURNEY INSTORE
Illustrated the ideal path for using the mobile device in the store while shopping.
HOW WILL THE APP BE USED IN STORES?
USER JOURNEY AT HOME
I not only wanted to create an in store experience but also a way for women hesitant about using the app in store to test it out in their own home. Enabling them to determine which products they already own are pink taxed making it personal to them.
WIREFRAMES?
MOBILE WIREFRAMES
I iteratively designed the mobile tool based on feedback from users as well as team members. Our team developed an open environment where we could easily share and give constructive feedback to produce the most effective experience.
HOW WILL THE USER NAVIGATE THE SITE?
SITEMAP
The pink tax has many components to it and there currently isn't a site that houses an encompassing view on the pink tax.
PINK TAX FIGHTERS
ART DIRECTOR | MICHAEL ARROYO
ART DIRECTOR | MICHAEL RODRIGUEZ
COPY WRITER | PARTH RAVAL
EXPERIENCE DESIGNER | ME
CARMAX
VISA FAIRPRICE
LENSCRAFTERS ESPER
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LET'S CHAT: bagby.jess@gmail.com | (804)484-0079
JESSICA BAGBY 2018. ALL RIGHTS RESERVED