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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. 

Financial Feud

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.
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.
Competitive Analysis
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.
​Key Findings
  • 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
  • Gradual savings
  • Budget voice assistant
  • Teens run PNC bank
  • Snapchores
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 
Once this was figured out, we wanted to jot down the personas and scenarios that would fit the description. 
Teens run PNC Bank
Gradual Savings
Budget Voice Assistant
30 Day Challenge
In order to evaluate our top 5 ideas, we did 5 rounds of speed dating with teens and their parents. After speed dating, we realized that we received the most positive reactions for the 30 day challenge application; however, we needed to modify it a little to form smaller challenges. We also found teens wanted a greater incentives to invest time into the challenges.
Therefore, we reduced the challenges timespan and created rewards drive engagement. 
Speed Dating
We refined the 30 Day Challenge concept to have the following features -

There will be 4 seven day challenges based on domains
○ Budgeting / Savings
○ Loans
○ Credit
○ Investing

○ Leaderboard for the family
○ Prize at the end of the week
○ If the parents do better, teens get an additional task
○ If the teens do better, teens get monetary amount in savings
○ Pictures for accountability
Service Blueprint
An overview of the infrastructure of the entire service and how it works.
List of Challenges
Start a Challenge
Visual Design
Track your process against other family numbers
Started a challenge and test yourself and your family
Choose a variety of challenges for family numbers
Earn trophies based on achievements
Through the project, it was important for us to think about that how is value co-created in this service?
In our last service design class, we presented our solution to PNC client and got positive feedback. 
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