company
How can we meaningfully grow the Gen Z cohort as a part of our long-term customer base?
The Future of Money
Problem: Business is losing market share among younger cohorts
Project collaborators
Stakeholders: co-founder/chief creative officer, product marketing, lead designer, & product managers.
01 / QUESTIONS
Questions
product
How are concerns around money different for those starting their working lives?
design
To what extent would the design concept feel intuitive and drive saving behavior?
02 / APPROACH
Sample & Methods
SAMPLE
Mix of RH and non-RH (18-27)
8 focus groups with 42 participants
Gender and income diversity
Methods
In-person interviews with projective tools (i.e., sketching, sticky notes)
Live and remote observation
Affinity mapping of foundational themes and product feedback
03 / IMPACT
Impact & Deliverables
impact
increase in Retirement Assets
Influenced growth strategy and was presented to the board
Drove decision to launch advisory
THE WORK, MADE TANGIBLE
Deliverables
- Report of major themes + insights
- Full-sensory research museum with design and field artifacts
- Future of Money digital zine
04 / REFLECTION
Study Retro
Expand beyond Midwest into other regions of the U.S.
Conduct a follow-up survey to test hypotheses broadly
Provide full functioning prototypes for product testing