A new kind of joint account banking experience made for contemporary couples to collaborate on their finances with purpose and ease.
No traditional bank in the market offers a financial solution for couples that provides them with seamless on-boarding and the ability to holistically view and organize money around their unique goals.
As a designer at Doblin —Deloitte Consulting’s human-centered innovation and design practice— I was responsible for making decision and guiding the team on the design process; ideation, strategy and design for the value proposition of the mobile prototype for the clients.
My Role:
User Research
User Interviews
Sketching
Wire Framing
Screen Flows
Visual Design
Interaction Design
Tools:
Figma
Sketch
Illustrator
Photoshop
Premiere Pro
After Effects
Client:
Bank in North East, USA.
Venture team on continued testing
Duration 12 weeks
Our mission
To prototype and test a new offering- that meets the unique needs for a segment of focus driving this segment to switch from their bank. Based on core capabilities of the organization required for customer-led growth, we began thinking about how we could configure and work together on the few key ‘jobs to be done’ below.
CX Strategy and Orchestration
Defining the overall CX strategy and vision(inc journeys), driving execution, and measuring success against key outcomes
Value Proposition Development
Formalizing prototyping and testing methodologies and building omni-channel customer experiences
Segment Management
Bringing together customer data to achieve a single view of customer, setting standards for data insights generation and sharing and infusing analytics capabilities across the bank.
Integrated Customer Insight
Refreshing segmentation and advocating for target customer segments’ needs and preferences throughout offer and experience design and delivery.
The opportunity
Market analysis on what is currently available to customers to identify the opportunity gap
Cities that we visited for research and testing with customers within the segment of focus.
The segment of focus
Is a personified representation and prioritized needs within the segment of focus that provokes thinking for the business around future growth opportunities.
Over 12 weeks we worked to understand and design a new prop to drive our segment of focus to switch by engaging and collaborating with the Segment Management and Integrated Customer Insight teams. From both qualitative and quantitative insights, the segment of focus was identified as the striving families.
New value propositions
Based on insights we developed 3 emerging value propositions that covered 9 concept and 16 key features. The team tested these concepts and specific features with customers.
Confab: A community that has been there before to help you navigate the tricky and tough financial situations.
Collab: A joint account that makes it easy to stay on top of your daily finances and future dreams seamlessly.
Privy: Personalizing your financial to reflect how you think and live, automating your financial life so you never have to worry about the small stuff.
The prototype
Prioritizing our ideas to prototype 1 distinctive value proposition with components that include new products, channels and signature experiences. As we continued to evaluate the value propositions and work on the prototype, we made some of the following assumptions;
It is possible and necessary to provide streamlines on boarding
Account aggregation is a feasible and fundamental aspect of 2GETA
Customers will put time and effort into setting & sticking to goals they organize money around
On-demand servicing will be used and create a positive positioning for the bank
Three journeys that show how 2GETA works
Sign in and setting up account
Setting goals and being rewarded
Customer servicing experience
Interaction Experience Flow
I used the interaction flow below as a guide to the critical instances in the journeys. The interaction flow provides more information in one view, this provides instructions to the interaction designer.
Information provides includes: what appears on a particular screen, the several modes of the screen (active or inactive), the triggers for an action (a tap, scroll or swipe) and the rules of interaction between screens and modes.
Interaction Experience Flow
A detailed guide to a user’s experience
Tap the image for a better view
An overview look at all the accounts and the total funds in each account
Feed giving view into each transaction with ability for partners to react to activity in the account
Customers can set specific goals they want to achieve as a couple or individually.
Looking ahead
2GETA will drive direct & indirect value in four key ways
2GETA will increase acquisition & engagement as the offering meets the customer needs in order to drive organic acquisition & experience-led engagement.
DRIVE VIABILITY
Acquire customers and drive profitability for selected segment- striving families, opportunity for new products and halo effects into adjacent areas.
DIFFERENTIATE THE CLIENT AND DEEPEN ENGAGEMENT
The client would have the only comprehensive offering on the market to meet the segment’s unique needs.
INCREASE USAGE AND DEPOSITS
Goals drive savings—
Goals create a reason for customers to save and 2-GETA organizes money around goals.