In the spring of 2010 I had the opportunity to team up with an old colleague of mine at frog’s Shanghai studio. Our challenge was the invent a retail banking offering for Standard Chartered Bank (Singapore, India and Hong Kong markets) that excited and engaged users across web and mobile channels.
It was difficult at times to familiarize myself with the subtleties of the market resulting in significant differences in user behavior. For instance, our target user-base had on average over 6 bank accounts with their current account holder (in addition to credit products and loans). In addition, our audience used mobile phones to conduct banking transactions at a far higher rate than in the U.S.
As this project was an entirely new sub-brand for our client, we began by exploring the opportunity-space for the brand across channels. A number of themes were addressed in our work, from bringing PFM tools to the consumer in a personal way, to maximizing location-based opportunities, to developing an emotional connection with the user. We were also able to explore using the digital channel to pull more premium products and services down to tiers of consumers that wouldn’t have had access to these market-differentiating services otherwise.
Using the “seed” as a visual metaphor for a banking-event (such as a withdrawal, purchase or bill reminder) we created a rich environment where users could visualize their spending habits, track progress toward wish list items and see what recurring debits were on the horizon.
In all, we ended up creating a vision piece and a phase-I implementation. The phase-I implementation won an Adobe Flex Showcase Award.