Overview
Create a new story for a bank
that is struggling to compete in a saturated market
Objectives
Create new competitive advantages
Increase number of customers
Increase customer retention
What we did
Articulation of a new strategic experience vision
Experience concept portfolio creation
Launch of the new digital experience (app and website)
Experience prototyping and testing plan development
Market research using qualitative methods and benchmark analysis
What I did
Lead the experience strategy team and ensure high quality delivery, in liaison with business strategy team
Oversee the launch for new app app and website
Lead customer research and insight extraction, contextualized and presented insights to C-suite
Facilitate vision definition and experience design workshops, attended by client C-suite executives
What we delivered
Vision Workshop
Insights report
Delivery Package
Concept Catalog
New mobile app
Results
117%
Increase in digital channel customers within the first year of new app and website launch
2
New digital experience channel completely overhauled and prepared as a base for new experience concepts to be added as modules
10
New pods created to develop suggested, resulting in an organizational change in launching initiatives
Story
Setting the vision
Crafting new purpose, promise and values
Customer Research, Identifying Mindsets &
Strategic Insights
Understanding the unmet needs, customer behavior,, decision making process and gaps in the market
Design Principles
Design principles that guide the experience vision
Customer Journey
Customer Journey that connects the concepts in the catalog for a holistic finance experience
Concept Catalog
Experience concepts to make the experience vision real
New Mobile App & Website
Designed to include the first batch of services from the concept catalog aligned with the new experience vision
The new app and website, along with the new strategy, resulted in 117% increase in digital channel customers within one year.
