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The Problem / Context
One of France's major banks wanted to overhaul its customer experience by redefining its customer tiers, defining a distinct CX for each tier, and identifying the internal structural changes needed to support that new experience.
My Role
Lead UX Researcher, working closely with stakeholders across the bank to scope the research, run fieldwork, and translate findings into actionable design direction.
Methodology
- Stakeholder interviews
- Fieldwork and interviews observing customer service interactions
- Co-design workshops
- Design sprints
- Continuous testing and iteration
Key Findings
- The bank's current customer tiers were inconsistent and didn't map cleanly to customer needs.
- The new customer experience would require significantly more self-service for lower-tier customers, changing the company's existing promise to those customers.
- Customers were generally open to change, but would need education to adopt the new behaviours being asked of them.
What I Delivered
- Research reports
- Workshop summaries
- User flows
- User journeys
- UX and content design