Create ecosystem of products & services based on behavioural change

With the high market share drop off rate, Natwest and us designed a customer experience that would differentiate the brand and recapture a larger share of market. The result, an experimental space is intended to serve as an “innovation lab,” where the company can continue to try the most advanced financial service offerings and test against the customers.

Starting from investigate the business landscape and customer expectation change, my team preform segmentation research throughout 6 cities and form 3 key customer segments. Also, discover 2 key insights: 76% feel like current money tool is not initiative and integrated enough with their lifestyle pattern; There isn’t anything to serve for their money modes.

Based on that, we dip deeper with more contextual interview, the objective is to extract the key money moments of different segments, how do they react, make decision and what are the opportunities to build upon.

Mapping off the current states journey out, then start create concepts and form an ecosystem to provide more utilities that change Natwest services and ultimately become a helpful banking.

We then mobilities 5 work steam teams to design the ecosystem new service, products and system to live.

The outcome is quite game-changing. Not only we recover the market share drop off, we also build better customer trust and relationship with 33% increase of customer satisfaction rates.