BCG X Job Simulation on Forage
Strategic and Experience Design for a bank in Indonesia.
About the Project
Project Background
The Indonesian banking landscape is undergoing a shift. A growing segment of young millennials is poised to become the dominant customer base, and banks need to adapt to meet their evolving needs and preferences. BCG has been contracted by an Indonesian bank to assess their current customer experience for everyday personal banking, with a particular focus on understanding this young millennial demographic. Recognising that millennials have distinct financial behaviours and expectations, the bank aims to be proactive in developing an attractive and innovative suite of banking options that resonates with this key audience.
This project is crucial for the bank's future success. By gaining a deep understanding of young millennials's intangible attitudes, behaviours, and motivations surrounding personal banking, BCG can provide valuable insights to inform the bank's product development and customer experience strategy. This will allow them to stay ahead of the curve and attract this vital customer segment.
Learning Goals
Conduct research for an Indonesian Bank who want to develop a new banking product for millennials
How to conduct research to understand the customer
What I did
Evaluate the different types of research methodologies and select the right approach for the project
Prepare a research plan and artefacts to present to the client.
The Project
Task 1
Prepare a research plan to present to the client.
Task 2
Create the artifacts needed to conduct research with millennials.
A detailed recruiting screener
A photography and audio/video recording consent form
An NDA (Non-Disclosure Agreement) form
(For surveys) Detailed question and logic
(For interviews) Detailed discussion guide
(For diary studies) Step-by-step tasks and questions
Task 3
Review research transcripts and Create a ‘Digital Native’ persona.
Personas help us to understand and align on whom we are designing for. The content in a persona is so rich that it allows anyone to easily gain insights and empathy for users just by reading a short summary. It also helps the team to define a shared understanding for the work ahead and where the Bank might want to explore future products and services.
Task 4
Brainstorm product ideas and then visualize them on a concept poster
Wireframe the concept into a high fidelity design to show how the product would work
Message to the reader
Explore the full UX Design Case Study
The majority of the project focused on creating essential user research materials, including screeners, NDA forms, consent forms, discussion guides, and diary studies.
For a comprehensive understanding of the work done, it is recommend reviewing the detailed PDF below.
