Pioneering emotional finance for millennials
Role: Information Architecture, Interaction Design, UX Design, Interaction patterns, prototyping, usability testing
Millennials are forcing banks to rethink their offering. JP Morgan & Chase in 2018 has created a digital mobile bank for young people that need stress free control of their financial life. Entering life with a set of firsts like going to college, getting their first job, Millennials need a new way of banking that meets their needs.
Going deep into customer needs to built a robust Information and Experience architecture
The project started from scratch adopting Design thinking to drive problem framing and the core offering of the product from the very first step. We went out in the field to understand Millennials and the their needs in order to setup the design and product strategy. After extensive research a roadmap was created towards a different mobile bank focused on creating emotional transparency of finances.
My work focused on developing the information architecture and user experience, aligned with mobile strategy and based on simplicity to bring forward the most important banking functionality. Through prototyping the IA and the user experience flow, we conducted usability testing to validate our design direction. Utilising developed interaction patterns we complements the core interaction of adding an emotion to your transitions for a comprehensive emotional connection with the bank.
The mobile bank goes beyond the normal banking functionality and is pioneering how users perceive their financials. It allows users to express their emotional response to their spending and creates a personal profile while putting them in the driving seat. In addition puts saving in the user's daily life with simple rules that are applied while they spend. Simultaneously, as the users spend, they can see the different categories and get different perspective of your spending to gain a better overview and receive customised advise based on their patterns.
While experience hits the target, continuous understanding of the customer needs to be continously
The Mobile bank initially had a soft launch that was used for customer feedback and learnings before scaling. While the insights about the connection of Millennials emotional state with their finances was validated, the product market fit of the mobile bank was not what was expected and the Bank decided to discontinue the App in late 2019.
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