Gjensidige Mobile Bank
Research & Insights,
Product, UI design
Gjensidige is one of Norway’s most trusted brands, primarily for its well regarded insurance position, it was looking to develop a more user-centred approach to its banking offer. To achieve their ambition of new customer acquisition we needed to identify what customers valued most in their financial lives and would generate the most significant long run business value.
Year
2016
Studio
Method
My role
Lead Visual Designer
Final screens from the Gjensidige mobile banking app.
The app is available on iOS and Android, with a 4.2 rating in App Store.
User research
This project entailed a significant in-field user research project about Norwegian attitudes to personal finance, conducted on the road over a number of weeks travelling around Norway. Off the back of this research we generated user insights, leading to the design and development of a new mobile banking app which was then validated with users. We developed a backlog of new app features based on our user insights and prioritised these over future horizons as well future sprint planning.
Designing a financial product for the Norwegian market required both a cultural understanding of Norwegian attitudes towards money as well as the differences in payment processes and industry regulations.
After synthesising our insights from user research, we defined seven key user archetypes – distinct financial behaviour types. We named the archetypes after animals, each animal was chosen for its perceived behavioural traits. This approach allowed the client to quickly understand the archetype and their needs and allowed the content to be socialised effectively within the bank.
Each user archetype was defined and their specific needs and pain points were outlined.
User journeys were created for each archetype, highlighting their needs and preferred touchpoints at different stages. This was key to identifying which moments a Mobile banking app would appropriate and when other touchpoints would be required.
Process
User interviews were conducted across Norway. Interviews findings were synthesised by the team daily. Insights were generated through clustering exercises and common themes emerged over time.
Taking into account the learnings from user research, the team created a structure and interaction model for the mobile bank. This was quickly tested and validated with users. User stories were created, leading to a backlog of product features that addressed the many user needs and pain points uncovered in research.
Final app designs were created and handed over to developers at the bank. The team lead a short education programme, designed to upskill the in-house design team within the bank, enabling them to continue with the design sprints required to deliver and maintain the mobile banking app.
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