Visa Data Tokens
AI-powered shopping experiences based on things you actually buy
COMPANY
VISA
I led product vision, design and experience strategy for the incubation of Visa Data Tokens, partnering closely with the Head of Consumer Products and the former Head of Strategic Digital Partnerships & Fintech to shape the product’s vision, strategy, and core services. A key component of Visa Data Tokens is the Visa Consent Manager Service—a platform-scale solution I led design and experience strategy to MVP—that empowers users with clear control to grant, manage, and revoke third-party access to their card data. This multi-region, cross-functional initiative successfully aligned privacy, partners, and platform requirements at scale. Together, Visa Data Tokens and Visa Consent Manager now form the personalization layer of Visa Intelligent Commerce, the company’s flagship AI-driven product.
TEAM
ROLE
MARK NELSEN - GLOBAL HEAD OF CONSUMER PRODUCTS
MATT DILL - CONSULTANT TO MARK NELSEN (FORMER GLOBAL HEAD OF DIGITAL PARTNERSHIPS & FINTECH)
MICHAEL AKPAN - SR. DIRECTOR, PRODUCT MANAGEMENT
AARYN WATSON - DIRECTOR, PRODUCT MANAGEMENT
WILL TIKI - DESIGN & EXPERIENCE STRATEGY LEAD
ERIC CHEN - SR. DESIGNER
DESIGN & EXPERIENCE STRATEGY LEAD
THE PROBLEM
Personalization on AI platforms and merchant sites is often powered by incomplete or indirect signals — clicks, likes, searches and conversations that often reflect what consumers might want, not what they actually do. This leads to mismatched offers, recommendations, and poor timing
THE INSIGHT
The things you buy can teach us about who you are and what you are interested in — real purchase behavior reflects what a person is willing to spend time, money and energy on. It is one of the cleanest and truest signal of intent and value
THE SOLUTIONS
With consumer consent, Visa Data Tokens leverage card data to deliver personalized, peer-based, and affinity-driven insights rooted in real purchase behavior — supercharging AI-powered shopping experiences
Easy access to your data
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Easy access to your data *
Access your card data in a few taps
Suggestion you’d pay for
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Suggestion you’d pay for *
Discover, sort and browse in new powerful ways that will both streamline the purchase journey and turn members into advocates
From the chat to the door
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From the chat to the door *
Connecting a payment credential not only gives you access to your card data, but it also powers instant commerce, increasing conversion and stickiness for platforms and merchants alike
You're in control
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You're in control *
Revoking consent to card data is as easy as giving it. You’re in control
