FTSE 250 Financial Services - Financial Community
Challenge
Move from a customer relationship that is purely transactional to one that customers will engage with on a daily basis.
This client wanted to find a new way to engage with their customers, but was not sure how to go about it.
Operating as an integrated unit of the client’s business, I assembled and led a multi-disciplinary team to define the product vision, design and test a proof of concept and then launch an MVP of the product. In addition, I worked in concert with other parts of the business on the product roadmap and product scaling strategy.
From brainstorming to proof-of-concept
Early brainstorming sessions led to the creation of a proof of concept - realised as a clickable prototype. The prototype was used to obtain funding to move forward with the full development of the product.
Product Evolution - Branding and user testing
Moving forward with the product, I led the team to focus on establishing the name and branding of the product. We added more features and designed and built a functional version of the app to be used as research stimulus. Qualitative research was conducted with 20 prospective users.
Insights, pivot and a new vision
Following the insights of the user research, we made the decision to pivot the focus of the product to focus more on underserved audiences. This required a host of changes, where I led the team to address:
New product name, supported by quantitative research in three countries
Completely redesigned user experience and visual design system
Revised set of personas and key user journeys
Creation of new experience principles
Understanding and mapping of the product value chain to establish level of effort across the business to support an expedited launch of the product
Creation of content strategy following from the new product vision
Product Vision
“ A product for those who inhabit dual financial worlds - providing access to a community that bridges those worlds and offers advice and content for any stage of life. Members of the community feel understood, secure, connected and empowered.
Think of money as a language. Each country has its own. The product helps the community speak it fluently, no matter where they are from and where they live. ”
Minimum Loveable Product
Through a co-design session involving all key product stakeholders, I led the group to define the "Minimum Loveable Product” (MLP) - what is the version of the product that we can launch that people will truly love? Focusing on MLP gave the team something more emotionally resonant to work towards and set the basis for the product release roadmap.