Bank at Work Program
The following activities were carried out to explore ways the Marketing department could shift to a more targeted approach and grow in UX maturity.
Goals:
- Target two very distinct types of users: Employee and Employer.
- Present the right information at the right time in the process for each.
Suggestions:
- Adopt new technologies (QR codes, SMS) to aid in switching channels.
- Dynamically create offer pages and their related emails.
- Validate personas through Google Analytics tracking, test customer satisfaction through a customer journey map.
- What modifications to our current data could aid in sorting current and potential customers into groups/subgroups related to the personas they match?
Personas: Let’s strive to understand who our users are so we can understand how to serve them best.
Journey Mapping: Create the path each user type would typically take to complete a task.
This exercise determines which individual marketing projects should be created.
This exercise determines which individual marketing projects should be created.
Wireframing: Start filling in content for each marketing piece.
Aid in reducing friction when the user transitions from one channel to another.
Aid in reducing friction when the user transitions from one channel to another.