Bid for Caixa Econômica Federal

Design Thinking, costumer journey and User Experience and Interface design

We won the bid with this proposal 🎉

When: December, 2014

How long: 4 months

My Role: UX/UI Design

Context:

Caixa Econômica Federal, one of the largest banking institutions in Brazil, with customers from different income brackets, mostly class C (lower purchasing power), opened a national competition for the Bank's digital account.

The Bid Challenge: Attract class A and B customers (higher purchasing power) to its portfolio, without creating a service that segregated customer service.

Process

To understand the costumer behaviour, its journey and be able to propose relevant improvements and solutions, we went through a Design Thinking process: we started from Immersion and ended on a group of ideas to be prioritized.

Immersion

We began by desk research to better understand the costumer behaviour of a class A and B client usage o mobile devices and his journey in-store. This resulted in a document with all the products characteristics, the costumer actions and touch-points. This document was shared with the teams involved before the Design Sprint.

Ideation

Based on the research findings, we decided to go for a very digital solution and at the time very disruptive, we decided to invest in virtual assistants using voice command as the main feature.

Some examples of virtual assistants that we used for benchmarking:

Results

So we created Caixa Virtual Manager, a virtual assistant present on all platforms (desktop, mobile, Smart TVs) ready to accompany the customer in their daily lives. Through voice commands, the customer activates features such as scheduling an appointment, avoiding queues, checking balance and statement, simulating financing and also delivering an excellent service.

We had proposed a four steps implementation:

Screens and video mockup (text and audio in Portuguese) of the virtual assistant

So to communicate this new assistant we adapted Caixa moto to Your life ask for more. And we used this as our reference to the UX Writing in the video below