ANZ engaged Paper Giant to understand customer needs to inform the design of everyday banking products and services and provide a vision for future offerings.
In partnership with ANZ, we focused on finding new and unmet needs when using debit, credit, personal loans and overdraft products for new and existing customers.
What we found was that people often have highly emotional relationships to their money. Some people love to research and optimise every little detail – others avoid even looking at their bank balance if they don’t expect to like what they’ll see. Money also plays a role in relationships. Families have different needs to individuals, and people within a family often have conflicting approaches to money management.
Understanding the wide variety of customer needs, behaviours and mindsets was therefore a crucial step before designing everyday banking products and services that people would value and use.
During the research we discovered that every customer had their own personal system for structuring their finances and the mix of financial products they used. These systems fell on a scale between rigid systems, which were set up deliberately, and organic systems, which developed sporadically over time. The suitability of a customer’s system to their circumstances often determined how rewarding or stressful they found their finances.
We found that customers typically had no desire to change their system. This finding allowed us to focus on improving customers’ existing banking experience and making their personal finance system, whatever it is, more rewarding.
Using this knowledge, we were able to identify key opportunity areas across the customer journey, where ANZ could proactively meet customers’ needs.
We then used a variety human-centred design tools and methods to understand customer expections around each opportunity area, especially as the broader digital landscape has changed their service expectations.
We used the insights and opportunity areas to develop a set of customer experience prototypes. The learnings from those and all the research led to a set of 5 experience principles and then the experience framework.
The framework was made up of 12 different experience concepts. They reduce the ‘pain points’, relieving customer stress and helping people feel in control of their money. Then, they boost the ‘delight points’, making sure customers feel recognised and rewarded.
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Paper Giant acknowledges the Wurundjeri and Boonwurrung people of the Kulin nation, and the Ngunnawal people as the Traditional Owners of the lands on which our offices are located, and the Traditional Owners of Country on which we meet and work throughout Australia. We recognise that sovereignty over the land has never been ceded, and pay our respects to Elders past, present and emerging.