BANKING
Bringing to life a winning value proposition for credit builders
Client: Financial services company providing banking products to members
Role and Contributions: Qualitative research, design strategy, visual design, and prototyping
Duration: 10 weeks
Objectives: To deliver an innovative lower-prime card proposition that will differentiate the company in the card landscape.
Understand member needs through in-depth quantitative and qualitative research
Create a launchpad for new-to-company acquisition and relationship deepening across other financial products including insurance, loans, and deposit accounts
Develop a repeatable playbook to drive momentum in future product development
PROCESS HIGHLIGHT
Combining qualitative and quantitative research allowed us to arrive at robust, cross-cutting themes and personas that set the foundation for the rest of the design process. Conducted 60, 1:1 qualitative interviews and launched n=1009 survey with people that met the segmentation criteria for the prioritized market opportunity including member eligibility, credit behavior & score, age, income, and household size.
PROCESS HIGHLIGHT
Crafted positioning statements and potential product constructs used in exercises with consumers to understand what sentiments resonated the most with them. After several rounds of testing and revision, we created feature mock-ups based on what sparked the most with consumers.
RESULT