Socially integrated business information tool

Problem

There was a need for targeted services to address specific user group needs, in this case women entrepreneurs who form a key demographic for a bank. How might we be seen as partners and advisors to women entrepreneurs and help them connect with and learn from each other? How might we establish a successful engagement and connect with the customer?

Methodology

• Identify behavior patterns of user segment by interviews
• Analyze competition in the same market segment
• Visualized and strengthened the key connect points using focus group workshops
• Worked with graphics team and development to prototype, build and test the app
• Tested working prototypes using A/B testing

Role

• Lead UX designer with 1 junior UX designer and 1 Visual Designer

Impact

• The women in the focus group did not realize that many of them were facing similar challenges until they were connected using this app
• Some of them found business opportunities with each other’s businesses
• The bank was seen as a place where they could not just seek financial advice but could find helpful advice regarding their business needs and challenges