RBS are losing ground in the Children’s market, losing over 40,000 customers a year, against the background of a growing market, this is an issue because research and studies show children will eventually grow into main banking customers who would intern become even more valued to RBS Natwest.
Research have shown that children who are committed to a bank at an early age are more likely to be loyal going forward, sticking to the bank by default unless there is a valid reason for change. Research at RBS has also shown that having a children’s account makes their parents more sticky to RBS.
Below is a breakdown of interviews taken with parents and children (click to enlarge)
The idea of storyboarding was to flush out scenarios and look into how the app would cater toward the needs of parents and children.
The task was simple. A post-it-note, a pen. List out all features and tasks and categories them by parent or child.
From there map them out into a journey using the tasks and features as key touch points.
Having researched competitors and with, I gained a clear understanding of key areas that would need to be covered.
An area that all competitors were doing well was tracking children’s spend. A key aspect that was missing was allowing parents and children understand spending and habits.
Armed with this information I moved onto breaking features into 5 key needs which intern became the principles for our designs.
With the help of an illustrator, a storyboard was put together to articulate and simulate a real world scenario, allowing us to go through an entire experience.
