Alibaba provides a series of products to help its B2C/C2C platform improve click-through-rate, conversion-rate, and gross merchandise volume. Athena is one of the products that helps the marketing operations to exceed business objectives by filtering high quality merchandise based on data visualization.
My Role: UX Designer
Duration: 3 months
Client: PNC BANK
Medium: Digital, Print
PNC does not have a direct link of influence with the teens between the ages of 12 and 21. They want to engage these teens by increasing their financial literacy. So they asked us to design future services that leverage data to help parents and teens have a dialogue about family finances.
Our team created an application that provides families with weekly financial challenges that are designed to create accountability and competitive spirit between family members. These tasks encourage teens to build basic financial skills while building a relationship with PNC.
IDENTIFYING THE PROBLEM
From a few workshops, we learned that PNC Bank currently offers very little in terms of engaging with their teen users. There is also the issue of teens being insufficiently financially educated, even if schools offer financial literacy courses.
Survey for Teens and Parents
To develop a deeper understanding of the domain, we interviewed and sent out two separate surveys to 47 students (from high school to college) and 50 parents of teens. We asked the students about their financial habits, income, and spending behavior; we asked the parents about their financial involvement in their teens’ lives and what they wished their teens knew.
Managing finances is usually initiated by a trigger
Most parents do not track exactly what their teens spend on
Parents want their teens to have more financial knowledge but aren’t necessarily equipped to teach
Banks have a direct line of influence on parents but not teens. We planned to leverage the parent-teen relationship for PNC to engage with the teenagers.
We individually rapidly generate possible directions we were headed. After generating 30+ ideas, we decided to scope down on the few we felt tackled the issue the best. Our top 5 ideas are:
30 days challenges
Budget voice assistant
Teens run PNC bank
PERSONAS & SCENARIOS
As mentioned, we knew a few things that we wanted to target as the opportunity area
The entire family will be our target audience
The teens would be between the age of 16 years to 21 years who will be going to college