Understanding who you are designing for: the research design. Building a UX Playbook. [2 of 4]

  • Understand how SMB customers can be better served through digital services that streamline their online banking needs and reduce their dependence on physical bank branches and/or business bankers
  • Understand the sub-groups within the SMB segment and the nuances in behavior that exist within each.
  • Identify the blockers and/or mindsets preventing SMBs from transitioning to online and self-service banking.
  • Gain information to be able to lead ideation of new products and services that VB can develop to better serve this customer segment.
  • Understand how customer mindsets intersect with known business needs, will lead us to identify which products and services should be transitioned to self-service or online banking.
  • Uncover customer mindsets and motivations that are unexplored in prior research so we can refine or pivot key business goals.
  • Uncover how the current Valley buyer experience (brand, product, offerings, relationship banking) connects or disconnects with customer needs, behaviors and motivations.
  • Uncover pain points with current SMB products and services (usability, capability and gaps).

Preliminary Inquiry

Primary Research

Synthesis

  1. Type — was this observation or statement an attitude, behavior, need, goal
  2. Frequency — is this something they describe happening once, not often, often, constant, never
  3. Magnitude — how big of an impact did this have on the person high, low, neutral
  4. Actions — what action were they taking in the story they shared (e.g. “Writing checks”, “Visiting a branch”, “Bookkeeping”)
  5. Method — were they doing the action in-person, online
  6. Channels — what touch-points were involved (e.g. phone, mobile app, email, ATM)
  7. Products — did they mention a specific banking product(e.g. savings, line of credit, payroll)

Back to the Design Challenge

Up Next:

Communicating user needs: determining function and form. Building a UX Playbook. [3 of 4]

Previous Post: Understanding who you are designing for and helping people design for them. Building a UX Playbook. [1 of 4]

--

--

--

Researcher. Designer. Human. Currently hiring!

Love podcasts or audiobooks? Learn on the go with our new app.

Recommended from Medium

Character Creator and Home screen Sketch

Logo design: 7 things to consider when starting a project

Hello, everyone!

Expatis — A great help for paperwork process of Immigrants

Case Study — NSA: Government Agencies Site Redesign Challenge

What is benefits of commercial carpet cleaning?

Info-kiosks to Revolutionize Foreign Travel

storyboard for design solution

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store
Laura Cochran

Laura Cochran

Researcher. Designer. Human. Currently hiring!

More from Medium

Integrating UX Research in the end-to-end design process

Communicating user needs: determining function and form. Building a UX Playbook. [3 of 4]

Recruiting the right users for a User Experience Research

What is the difference between generative and evaluative UX research?