How can our products outshine big rivals and digital challengers + restore confidence in innovation?
“As a mid-sized bank, how can our brand partnership team cut through the noise of big competitors and new digital challengers, to create products that stand out because they're better, not just cheaper? How can we build confidence to invest in innovation, when our recent launches haven't succeeded?”
In an era of fintech startups and challenger banks in the UK, lots of digital banking experiences were looking pretty similar - sometimes using the same ‘off the shelf’ digital platform and features.
Rich’s role was to design a project and team to:
clarify the target customers, based on the brand’s strengths and potential
identify fresh customer behaviours and needs
spot opportunities to offer something new, rather than imitating digital challenger brands
create new propositions that would stand out on their own merits, without heavy advertising budgetrs
When others had vast sums to throw behind communications, we created a range of concepts that tapped into unmet needs, so that the value of the product would cut through the noise.
Using ‘feels real’ digital experiments, we gathered evidence for customer interest in taking the products, and understood which features they were drawn to - so that tech delivery resources weren’t stretched across novel features that customers didn’t value.
digital finance
product + service design