Westpac
Personal Finance Management
Project goal
Improving our understanding of the personal banking consumer segment, will create opportunities to make strategic and desirable tools and experiences for PFM.
Business problem
While we have a baseline understanding of our customers Money Management behaviour via Secondary and desktop research. We don’t know WHY our customers use certain tools, and HOW they expect and desire PFM tools to interact and connect together.
Opportunity to be explored
HMW understand our customers different levels of desirability, financial goals, behaviours, and motivations for Personal finance management (PFM).
Project outputs
40 x 1 hr face to face customer interviews (20 interviews in discovery phase, and a further 20 interviews for concept validation phase).
Insights report & psychographic segmentation created
3 x low-fidelity and mid-fidelity concepts created and validated with further customer research interviews, for handover to UX teams.
Design Approach
A quick glance into the design approach and scoping document, I created and used for phase 1 (discovery) to communicate and gain approval and funding from the Product Management team for this project.
Including : timelines, tasks and activities, resources, and funding, research objectives and eta's on deliverables, milestones and stakeholder comms.
Discovery outputs
Psychographic cards
created based on synthesised insights from the first round of research with, 20 face to face customer interviews. These cards were created to assist in ideation for the varying layers of money behvaiours and habits that exist within the personal banking segment for Westpac customers.
psychographic card | segmentation
psychographic card | segmentation
psychographic card | segmentation
psychographic card | segmentation
Insight report
Findings and insights understood through our research, this report was used to playback our findings and recommend the nest steps and actions I would be taking to phase 2 for ideation, concept creation and validation phases of this project.
Ideation outputs
Phase 2 for this project consisted of collaborative ideation sessions, that I facilitated with our cross functional project team 100% remotely.
Our team included, myself as the lead service designer as well as a grad designer (whom I was mentoring), PFM product manager, product owner, BA, and two UX designers within the PFM line of business.
After some rounds of rapid ideation, and brain writing, myself and our deisgn graduate evolved the ideas further with sketches and low-fi figma mock ups in preparation for upcoming customer validation testing.
Concepts for handover
Concept creation consisted of myself as the project lead, and our design graduate collaboratively evolving the prioritised ideas that came out of our remote brain writing workshops. This looked like some initial sketching on paper, followed by 3x high-level figma flows to take to a round of validation research, with varying levels of support for customers regarding money management tools.
The handover from myself to the product manager and UX team was a set of the most desirable and useful PFM ( personal finance management tools) as well as an in-depth design research report detailing our customers deeper needs, goals and motivations.
Current state Westpac has released multiple money management features within their personal banking app as discovered in our research, and they are continuing to work on and release new PFM tools through their roadmap of work.
