To understand borrowing and investment behaviour, digital dexterity, and financial proficiency across rural, semi-rural, and urban areas of India, I conducted in-field research with a team of four researchers. Our efforts included over 55 in-depth interviews, the design and execution of questionnaires, surveys, and in-person user interviews, as well as facilitating usability tests of various concepts. This research aimed to gather insights to help the client meet the diverse needs of different user groups for their varied financial products.
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One for All
Context
Problem
Solution
Create a superior customer experience through the SuperApp
Question
Scope: Research Driven Insights and Concepts
Role in team: Design Researcher
Duration: Four Months
Tools: Figma, MS Suite, Keynote
The client, a major player in the transportation industry, offers a wide range of financial products extensively used by consumers mainly related to transportation finance aids. However, their financial offerings extend to various other products that require equal traction and usage. Therefore, the objective is to centralize these financial products and understand consumer attitudes and comprehension of these offerings across the country.
How can digital help with financial decisions around borrowing, investing and insurance decisions?
To increase the number of financial products per customer enhancing customer engagement, loyalty and revenue generation
Research
Understand
1. Varied level of digital literacy, dexterity as well expectations to ensure customers are empowered,
2. Financial literacy /management,
3. Borrowing, investment insurance and leasing behaviours,
4. Needs, pain points and expectations for all products across customer journey to enable personalised and seamless omni channel experience.
Ideation
Ideation of persona, its journey, possible hooks and nudges for the persona defined based on digital maturity, digital dexterity, financial management proficiency, behaviours, goals, motivation, customer journey and mental model.
Insight
Overarching insights after synthesis comes under four set of groups
1. Perception around Financial Management
2. Overarching Behaviours around Financial Management
3. Cultural Nuances
4. Perception around Digital
Under each group we worked to reflect specific insights and directions of approach adding user narratives to support them.
Deliverables
The final presentation of research findings was delivered to multiple stakeholders from various financial product lines, illustrating how the insights formed a cohesive output to guide the strategies and UX design team in creating a unified app.
The ideation process involved developing over
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24 personas, identifying more than
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90 key hooks and nudges, and hypothesizing persona journeys.
Artefacts used for Research
Screener for Users
Questionnaire Sample
Coding Transcript Sample
Digital Dexterities Activities
Research Squad
1. Project Lead: Ruchi Batra (CDO )
2. Design Lead: Hari Krishnan (Design Director)
3. Design Researchers: Diviya Jain, Divya Gupta, Aman Chawla, Akhil Babu
4. UX/UI Designers: Dipak Saha, Sneha Gupta
One for All
