New Service Development Process through UX Research: Case Study of "mercard”

The purpose of this paper is to identify the role and contribution of UX research in the development process of a new service. Comparing the start-up phase and growth phase of “mercard”, the credit card service offered by a Japanese Fintech startup, we analyzed how UX research led to the design and improvement of the new service using the Decagon model.The following points were revealed through our research. In the start-up phase, UX researcher facilitated ideation from the project members and contributed to the smooth progress of the design process by providing rationale which was based on past actual usage surveys. In the growth phase, UX researchers themselves became active in proposing improvements based on actual usage surveys, and this transformation from ideation facilitator to a position where they themselves execute ideation is a characteristic of the growth phase.