PROJECTS
VALIDATION OF A PRODUCT FOR RETIREMENT AND BUSINESS SPEECH
Finance
METHODOLOGIES
Ideation, co-creation and validation workshops | Focus Group | Agile
SECTOR
Finance
YEAR
2022
Description
Our client had designed a new divestment product to be contracted in retirement.
For this reason, work was done to understand the expectations of target customers at this time and their preferences in contracting products, as well as to validate this product. Subsequently, in order to make customers aware of the importance of saving, commercial discourses created by and for them were desgined to support the commercial network in dealing closely with this aspect.
Product validation with target costumers
Understand the finantial needs of the client
Co-creation of a commercial speech with clients
Validation of the commercial speech with clients
“I plan by thinking about what I could hypothetically receive as a pension if I wanted to maintain the same rhythm of life”.
Customer
ETHNOGRAPHIC
RESEARCH
Understanding of the target client before their retirement: perception of retirement, motivations, concerns and needs of the client in relation to savings.
The main attributes that customers value when contracting a product for their retirement and understanding how they project themselves into the future were also deepened.
VALIDATION
OF THE NEW PRODUCT
Validation of the new product with the different customer profiles identified: attractiveness and differentiation, advantages, disadvantages, attributes and comparison with other financial products, drivers and barriers to contracting, complementary services to offer, etc.
IDENTIFICATION OF
IMPROVEMENTS
Suggestion of points of improvement with the aim of improving the customer experience based on the evaluations and conclusions of the participants interviewed based on the product (profitability, advice, availability, etc.)
BUILD
THE SPEECH
Once the target was understood and the product validated, we proceeded to build a commercial discourse to make customers aware of the importance of saving in retirement.
A common thread and the key messages to be transmitted in each slide were designed, as well as the support materials (graphic presentation and videos).
VALIDATE
THE SPEECH
Carrying out two workshops to validate and refine the commercial discourse with clients, to evaluate the clarity of the key messages, the interest of the topics covered, and the vocabulary used and the visuals. These proposed improvements were also validated by the internal team.
