making a bank the relevant and meaningful choice to a young target group.
UX design, UX research, UI-design. School project. 3 weeks.
Client: The nation-wide bank and insurance company Länsförsäkringar (translatation: County Insurances), founded in 1801.
Problem: Länsförsäkringar have difficulties in reaching the user segment 18- to 25-year-olds. Our mission was to, in collaboration with another company of our choice, design a digital product that helps Länsförsäkringar bring out values that speak to our young adults.
Challenge: Knowing what the real customers value, and what is important to them when choosing a bank – everyone in our test group had already chosen a bank for their savings, and couldn’t recall if they put the bank’s values into consideration when choosing. Instead, we should have gone for a user group with individuals in the age below 18, but that would require their parents’ consent, and such a scope-creep could not fit in our three weeks timeline.
Solution: An app where the customers can connect their Länsförsäkringar bank account with the credit card from Doconomy (providing a credit card tracking each purchase’s CO2 emission) to see the direct impact their consuming habits have on the climate, and get action-points for individual improvement.
Disciplines applied: UX-design, UX-research, UI-design.
Tools & Methods: Figma, Lo-Fi wireframing, Hi-fi prototyping, User Interviews, Usability Testing, Gamification.
Team: Ellen-Drake Kaiser, Kasper Larcombe-Tronstad, Sofia Bergström, Amanda Lundin, Tommy Säl, Stina Langenius – all Digital Design & Strategy students.
Choosing focus.
We decided to work with just their bank service, since it’s within the bank we saw the greatest chance to design a product that generates long-term and loyal customers.
Since our target group is in a phase of life where they start to live independently, make their own decisions and want control over their own finances, we saw a huge potential for conversion if our product was designed to help the users with their economy. That’s why we left the insurance part out.
user research.
In this project I was the head of research and insights. Our focus within our research phase was to get answers to where Länsförsäkringar’s ambitions and our target group’s motivation could meet. After reading reports and conducting interviews and questionnaires, we got to know our users’ concerns and challenges.
partnership with doconomy.
Doconomy is a company that helps individuals to be aware of the carbon footprint they make. Their DO-card is a credit card that turns each of our purchases into a tool for change. When using the DO-card, the carbon emission for every transaction is displayed in the app, measured by their CO2 index of amount spent versus carbon dioxide conversion.
testing layout and content.
We tested different notifications with people within the target group; What to tell them and when to tell them. We decided to go for notifications that give them instant feedback after a purchase to see their daily status, encouraging notifications that push them to improve their consuming habits even more.
“I want help throughout every step of the app. I want individual coaching in how I can, based on my belief in what I can do, make a change for real.”
We also conducted testing in what they want to have displayed in the app, and how they want a widget to look like.
implementing gamification.
Our creation “LF-DO” is an app that works as an extension of Länsförsäkringar Bank, in which you can see the direct impact all your transactions have on the climate, displayed as visual elements, changing colours based on your transactions’ amount of CO2.
In the on-boarding process you get to set your climate goals and a daily limit for your carbon emission, to easily get control of your climate impact. Getting notifications along the way with pep-talk, instant feedback on the change your transaction made and inspiration for how to take your climate activity to the next level, will help the users to gain awareness of their impact.
result.
With this digital product we give Länsförsäkringar’s customers the chance to see the direct impact their consuming habits have on the climate, and provide them with inspirational action-points for individual improvement. It addresses young adults since they show their sustainability ambition, and makes it easy for the client’s customers to see what they as individuals do to actually bring about a positive change.
UI design close-ups are shown as follows.
