THE CHALLENGE

A Fortune 500 financial company's debit card offering was struggling to grow engagement on its native digital channels. We were engaged to identify opportunities to identify and design new features to add customer value, implement sticky gamification, and identify areas to implement intelligent AI solutions.

OUR PROCESS

We started with a survey of the a client's competitors, creating a feature map, UI leading practices, and SWOT analysis of the competitive landscape. At the same time, we audited the existing app to identify heuristic and product fit-gap issues, and analyzed in-app and NPS feedback data to craft hypotheses and preliminary insights. From there we identified existing customers of the client's debit card as well as competitor customers and engaged in deep ethnographic research to interview customers and watch how they interact with their apps of choice and to uncover untapped sources of value for customers. 

From our research we identified opportunities for improvement along the customer journey. We engaged client stakeholders in workshops designed to topple organizational orthodoxies, and encourage innovative thinking. From these sessions we identified AI and automation opportunities for the transformation backlog, as well as 10+ new  design flows which moved into prototype.

Each of our design opportunities was tied to tangible outcomes, and we created interactive prototypes to test with potential users to validate value hypotheses. Those prototypes were further refined and new design standards were created to refresh and scale the app design. 

OUTCOMES

We identified 15 opportunities to automate processes, 20+ areas where AI and ML could create organizational and customer value, and 7 new app features and flows affecting 4+ million customers.