Financial Health Hub
Building a home for financial health

Financial Health Hub
Improving people's financial health with a global bank

VISION PIECE • PRODUCT STRATEGY • UX • TESTING

VISION PIECE • PRODUCT STRATEGY • UX • TESTING

Before we begin, all work is under NDA so I won't be able to disclose any of the work but I wanted to share the process from a strategic and direction stand point.

75% of people are worried about their finances in the UK

75% of people are worried about their finances in the UK

Our client (one of the UK’s largest banks) wanted to do more to help those whose finances were damaging their mental wellbeing. Not only for their customers but for anyone who was in need of guidance. They had three existing sites that focused on financial guidance but they were letting their audience down by making it difficult to quickly find advice and ease their worries.

What began as a simple brief to merge the three existing sites ballooned to a full website audit and ultimately redefining the principals / moral stance of the bank itself. (This project is under NDA so unfortunately I can’t show any work but I thought talking about the process would prove valuable nonetheless.)

Our client (one of the UK’s largest banks) wanted to do more to help those whose finances were damaging their mental wellbeing. Not only for their customers but for anyone who was in need of guidance. They had three existing sites that focused on financial guidance but they were letting their audience down by making it difficult to quickly find advice and ease their worries.

What began as a simple brief to merge the three existing sites ballooned to a full website audit and ultimately redefining the principals / moral stance of the bank itself. (This project is under NDA so unfortunately I can’t show any work but I thought talking about the process would prove valuable nonetheless.)

Screenshot 2019-09-29 at 14.23.57

1
Laying out a plan for now, then and the future

1
Laying out a plan for now, then and the future

The project began with an intensive 2-day workshop at Sennep including all the necessary stakeholders including product owners. Together, we discussed the existing offering and highlighted where it was failing people and we shared examples of financial guidance done well. We thought about why people seek financial guidance, their personal goals and, in particular, the various emotions money can have on people. And lastly, we discussed our foreseen ambitions for the  ‘The vision piece’ of the product. What we learned:

The project began with an intensive 2-day workshop at Sennep including all the necessary stakeholders including product owners. Together, we discussed the existing offering and highlighted where it was failing people and we shared examples of financial guidance done well. We thought about why people seek financial guidance, their personal goals and, in particular, the various emotions money can have on people. And lastly, we discussed our foreseen ambitions for the  ‘The vision piece’ of the product. What we learned:

Stormy

Negative by nature
For some in the UK, struggling with debt is a real struggle and they are looking to overcome their debts and be solvent. We wanted our messaging to align with their aspirations and focus on the positivity of recovery rather than dwell on the negativity of the struggle (as it currently was).

Negative by nature

For some in the UK, struggling with debt is a real struggle and they are looking to overcome their debts and be solvent. We wanted our messaging to align with their aspirations and focus on the positivity of recovery rather than dwell on the negativity of the struggle (as it currently was).

Negative by nature
For some in the UK, struggling with debt is a real struggle and they are looking to overcome their debts and be solvent. We wanted our messaging to align with their aspirations and focus on the positivity of recovery rather than dwell on the negativity of the struggle (as it currently was).

Barrier

Barriers to entry
We quickly agreed the need for financial guidance was a shared burden, not one isolated to a specific bank or person. We convinced the client that in order to address the real human problem the guidance would need to be easily accessible and available to all.

Barriers to entry

We quickly agreed the need for financial guidance was a shared burden, not one isolated to a specific bank or person. We convinced the client that in order to address the real human problem the guidance would need to be easily accessible and available to all.

Barriers to entry
We quickly agreed the need for financial guidance was a shared burden, not one isolated to a specific bank or person. We convinced the client that in order to address the real human problem the guidance would need to be easily accessible and available to all.

Love

100% ad-free
The existing experience was a mixed landscape of financial guidance regularly interspersed with product promotions. To us, this left the content feeling disingenuous and insensitive for the bank to prioritise their success inline with people’s mental wellness. We were able to convince the client to keep the experience 100% product-free keeping the client’s financial aims the unwavering heart of the experience.

100% ad-free

The existing experience was a mixed landscape of financial guidance regularly interspersed with product promotions. To us, this left the content feeling disingenuous and insensitive for the bank to prioritise their success inline with people’s mental wellness. We were able to convince the client to keep the experience 100% product-free keeping the client’s financial aims the unwavering heart of the experience.

100% ad-free
The existing experience was a mixed landscape of financial guidance regularly interspersed with product promotions. To us, this left the content feeling disingenuous and insensitive for the bank to prioritise their success inline with people’s mental wellness. We were able to convince the client to keep the experience 100% product-free keeping the client’s financial aims the unwavering heart of the experience.

2
Research, audits and card sort

2
Research, audits and card sort

The meat of this project was the challenge of organising stacks of content in a coherent and helpful way. This manifested itself under three separate buckets:

The meat of this project was the challenge of organising stacks of content in a coherent and helpful way. This manifested itself under three separate buckets:

The meat of this project was the challenge of organising stacks of content in a coherent and helpful way. This manifested itself under three separate buckets:

Home

Everything, all in one place
Our client's financial guidance was plentiful but unfortunately it was cascaded across their portfolio of products so it was unclear for people to know where to look. Our ambition from the beginning was for this product to be unquestionably / unwavering central hub for everyone’s financial needs. For this to happen, we convinced the bank to gather all the product owners together to discuss content overlaps, holes and a potential new home.

 

Everything, all in one place

Our client's financial guidance was plentiful but unfortunately it was cascaded across their portfolio of products so it was unclear for people to know where to look. Our ambition from the beginning was for this product to be unquestionably / unwavering central hub for everyone’s financial needs. For this to happen, we convinced the bank to gather all the product owners together to discuss content overlaps, holes and a potential new home.

 

Everything, all in one place
Our client's financial guidance was plentiful but unfortunately it was cascaded across their portfolio of products so it was unclear for people to know where to look. Our ambition from the beginning was for this product to be unquestionably / unwavering central hub for everyone’s financial needs. For this to happen, we convinced the bank to gather all the product owners together to discuss content overlaps, holes and a potential new home.

Jigsaw

New formats & tone of voice
From our research we discussed the importance of formats and tone of content; long foram vs short form, passive vs interactive, playful vs serious and we created a content guideline considering the spectrum of our audience.

New formats & tone of voice

From our research we discussed the importance of formats and tone of content; long foram vs short form, passive vs interactive, playful vs serious and we created a content guideline considering the spectrum of our audience.

New formats & tone of voice
From our research we discussed the importance of formats and tone of content; long foram vs short form, passive vs interactive, playful vs serious and we created a content guideline considering the spectrum of our audience.

Cards

Card sort
We conducted a card sort (through a 3rd party agency) with 50 external candidates and 150 internal candidates. This insight helped us organise our content catalogue into a simple and navigable resource.

 

Card sort

We conducted a card sort (through a 3rd party agency) with 50 external candidates and 150 internal candidates. This insight helped us organise our content catalogue into a simple and navigable resource.

 

Card sort
We conducted a card sort (through a 3rd party agency) with 50 external candidates and 150 internal candidates. This insight helped us organise our content catalogue into a simple and navigable resource.

3
Design. Test. Learn.

3
Design. Test. Learn.

Through the same 3rd party agency we structured a day of testing and questions that included 6 in-depth interviews with a variety of potential audience personas. I and the greater team tuned in to hear the hear the participants feedback, check the accuracy of our assumptions and gain valuable insights. For instance:

Through the same 3rd party agency we structured a day of testing and questions that included 6 in-depth interviews with a variety of potential audience personas. I and the greater team tuned in to hear the hear the participants feedback, check the accuracy of our assumptions and gain valuable insights. For instance:

Through the same 3rd party agency we structured a day of testing and questions that included 6 in-depth interviews with a variety of potential audience personas. I and the greater team tuned in to hear the hear the participants feedback, check the accuracy of our assumptions and gain valuable insights. For instance:

Bulb

The amount and specificity of guidance varied greatly with age and situation, even more than we thought.

The amount and specificity of guidance varied greatly with age and situation, even more than we thought.

The amount and specificity of guidance varied greatly with age and situation, even more than we thought.

Bulb

Participants wanted to find up-to-date industry insights that were specific and actionable. Overly generic guidance was unhelpful to most. (This led to proposing a team of industry experts to write the content.)

Participants wanted to find up-to-date industry insights that were specific and actionable. Overly generic guidance was unhelpful to most. (This led to proposing a team of industry experts to write the content.)

Participants wanted to find up-to-date industry insights that were specific and actionable. Overly generic guidance was unhelpful to most. (This led to proposing a team of industry experts to write the content.)

Bulb

Participants didn’t respond well to overly-familiar language. Ie “How are you feeling today?” which was the basis of an emotion navigation system we trying out in the early stages.

Participants didn’t respond well to overly-familiar language. Ie “How are you feeling today?” which was the basis of an emotion navigation system we trying out in the early stages.

Presentation

4
The Vision Piece

4
The Vision Piece

Before leaving the client’s office, I designed the MVP as well as a 100 page vision document which outline the potential future for the product, how it could reach its maximum impact and assigned action points for what steps to take to achieve them. Once compiled, we were asked to present the work and our process to the bank’s entire design team. Altogether, this document included:

Before leaving the client’s office, I designed the MVP as well as a 100 page vision document which outline the potential future for the product, how it could reach its maximum impact and assigned action points for what steps to take to achieve them. Once compiled, we were asked to present the work and our process to the bank’s entire design team. Altogether, this document included:

Before leaving the client’s office, I designed the MVP as well as a 100 page vision document which outline the potential future for the product, how it could reach its maximum impact and assigned action points for what steps to take to achieve them. Once compiled, we were asked to present the work and our process to the bank’s entire design team. Altogether, this document included:

Content restructuring
Audit of the current site and making sure financial guidance had a home all customers could find. IA team was looking at this when I left.

Content restructuring

Audit of the current site and making sure financial guidance had a home all customers could find. IA team was looking at this when I left.

Product integration & launch
How and when is best to launch the product to people. Through various methods including social media, their main site but also connecting to the company’s network of relevant products.

Product integration & launch

How and when is best to launch the product to people. Through various methods including social media, their main site but also connecting to the company’s network of relevant products.

New features & formats
Which features should be introduced and at what time in order to establish priorities,maximise impact and improve the hub experience.

New features & formats

Which features should be introduced and at what time in order to establish priorities,maximise impact and improve the hub experience.

Direction guidelines
Individual guidelines giving rules on how to use; copy, imagery, video and illustration.

Direction guidelines

Individual guidelines giving rules on how to use; copy, imagery, video and illustration.

Content strategy
Outlined the criteria that all content should tick off. Any content should be; Valuable, Insightful, Up-to-date and Planned.

Content strategy

Outlined the criteria that all content should tick off. Any content should be; Valuable, Insightful, Up-to-date and Planned.

Project roadmap
Structuring the future of the project into 5 phases; Restructure content, Creating new content, Build new components (batch 1) in order to include new features, launch product, build new components (batch 2).

Project roadmap

Structuring the future of the project into 5 phases; Restructure content, Creating new content, Build new components (batch 1) in order to include new features, launch product, build new components (batch 2).

GET IN TOUCH

alexander.j.thurman@gmail.com
(+44) 7481 835 732

current location

London, UK