Digital Advice: Discovery

The Goal

The goal of the project was to gain understanding of the current customer behaviors within our digital space, and to identify possible entry points for the new digital advice service.

Personas

Created a set of personas to help create a shared understanding about different types of customers. Research involved gathering data from market research, web analytics, marketing target segments and business customer data.

User Interviews

Designed and ran a range of unmoderated studies, aimed at discovering friction points and usability issues across our current experiences, as well as learning about our customers, their triggers and motivations, their potential interest in partnering with us on financial advice. This helped us design a roadmap consisting of long-term goals as well as quick wins and usability enhancements.

Result

As the result, we were able to find opportunities to improve our current digital experience, remove friction points and partner with other product team to collaboratively introduce the new financial advice service through our digital platforms.

My Tools

Sketch
Usertesting.com