The client: our client was the Wealth division of one of the “big four” Australian banks.
The brief: the client engaged IBM to conduct an “accelerated visioning” engagement. Recognising the huge untapped potential of the unadvised market, our client wanted to explore ways in which a new consumer app might help shape customers’ attitudes and behaviour regarding wealth, help them be more self-directed, and ultimately assist customers to seek financial advice through a variety of channels.
My role: Senior User Experience Designer
Activities: the client had already conducted extensive consumer research and had developed wealth consumer personas, and were now keen to gain a better understanding of their Adviser’s perspective on the factors which hinder greater uptake of advice services. I led a user research effort, involving in-context interviews and observations of a range of Wealth Advisers. Our analysis of the interviews produced several key insights which were the fed into the subsequent visioning workshop.
I co-designed and co-facilitated the two-day Visioning Workshop, in which senior client stakeholders participated to identify user experience objectives for the app, and to generate and prioritise desired features. I designed and led a behaviour design session, using the Brains, Behavior & Design toolkit, to help the group identify specific customer behaviours the client wished to encourage.
The outcome: the Accelerated Visioning engagement led to a phase two engagement, the Insurance Adviser proof of concept <link>.