CX systems design
CX systems design
Strategic framework for digital banking communications
Strategic framework for digital banking communications
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For customers, good digital communications equate good digital banking. We developed this framework to optimize the prioritization and delivery of customer-facing messages to increase engagement and consistency.
My role: Service designer, Project lead
⏳ Timeframe: 9 months
Given the confidential nature of this project, I cannot share specifics or show deliverables.
Context
Context
Banks send billions of messages to customers each year but most of them fail to truly drive meaningful engagement and trust. There is a need across the organization to streamline messages sent across business lines and channels to deepen customer trust and establish internal best practices.
Note: This work is the continuation of a previous body of work that I co-led.
The 3 strategic questions for a scalable decision-making model:
The 3 strategic questions for a scalable decision-making model:
1
1
Why are we sending this message to customers?
2
2
Under what criteria?
3
3
Where will it appear in the customer journey?
Driving cross-functional alignment
Driving cross-functional alignment
A continuous effort of this work was to onboard representatives from multiple teams who have very different processes to align on a vision and work together to design a new process. This was important as we needed to create a safe space for collaboration and drive relevant impact across all stakeholders.
Research
Research
Through our research, the root cause lies both in internal operations and customer-facing delivery.
We led interviews and work sessions and mapped the end-to-end ecosystem of digital communications to dissect existing comms delivery processes, message prioritization, and pain points. This allowed us to narrow down our scope to a manageable size while tackling the most relevant friction areas.
With little existing knowledge and research on understanding customer mindsets towards banking messages, we used Maze to conduct client survey with the goal of answering “how do clients prioritize messages that are sent to them?” The outcome challenged the way we currently prioritize messages, putting emphasis on the need to shift our approach to answer client needs.
✏️ Tools and methods:
Unmoderated client survey
Market scan
Stakeholder interviews
Exploration
Exploration
Through multiple rounds of workshops, we found a pattern to follow where we broke the opportunity spaces into smaller chunks and set up a sprint workback to tackle each section, while bringing new stakeholders onboard when needed. Throughout the process, we ensured that the ideation is grounded in client centricity while getting business representation from product, design, accessibility, marketing, and more. This was important as it allowed us to demonstrate results faster and be agile in the way we work.
✏️ Tools and methods:
Weekly in-depth explorative group workshops
Sprint planning
Synthesis
Synthesis
The focus of the synthesis was to step away from status-quo business-centric mental model around message prioritization and move towards a client value-based assessment model while meeting business KPIs. The challenge lied in finding a common prioritization model for messages that are opposite in nature. We tackled this by identifying the strongest common factor across the spectrum for both business and clients.
✏️ Tools and methods:
In-depth convergent group workshops
The framework
The framework
We delivered a decision-making mechanism that recommends appropriate placement for client-facing messages. It balances message impact, urgency, and visibility within the mobile banking experience. The output took shape of a one-pager as well as an interactive Figma flow – ensuring that it’s digestible.
Impact and next steps
Impact and next steps
The work received very positive response from leadership across product and marketing and is a key input in the initiative to modernize digital banking communications. It has also been a discussion points for business lines during roadmap planning when thinking about sending comms to customers. The framework is now moving towards implementation and governance where the process can be automated and adopted across the organization.
Other projects
Other projects
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