Visa made significant investment in its Visa Direct product, but unlocking its full transaction potential depended on how effectively clients could communicate its value to their own customers. With ten priority industries to serve, each with distinct end users and complex motivations, effective adoption relied on a clear understanding of how Visa Direct’s benefits should be positioned in different contexts.

While product teams are typically the primary decision-makers in purchasing Visa Direct, responsibility for adoption and usage sits with marketing and UX teams who are often brought in after the buying decision has been made. As a result, these teams lack the context, clarity and practical guidance needed to explain what Visa Direct is, how to position its benefits and how to design customer experiences that drive usage.