Generative Research · Fintech
Generative research to guide product development for a new banking product.
Context
After recognizing a growing demand from clients seeking better ways to manage their personal finances — fueled by financial influencers and social media — a leading bank approached our team.
Objective
Explore the opportunity and define how the bank could meet emerging needs through a tailored Personal Finance Management product.
Approach
•Benchmark analysis to understand market standards and identify innovation opportunities
•CAD Matrix to map certainties, assumptions, and doubts, shaping research questions
•Screener survey to segment user groups and select interview candidates
•In-depth interviews to explore financial habits, perceptions of money, and experiences with digital banking tools
•Ideation workshop with cross-functional teams to co-create user journeys and define key features
•Job stories to translate insights into actionable user needs and scenarios
•Prioritization matrix to focus on features that balanced user value with innovation
Outcomes
The research directly determined which features got built and how the product was positioned in market — from discovery to brand strategy.
My Role
Led the research end-to-end, overseeing the entire process from planning to execution and delivery of insights. Managed project timelines, coordinated with stakeholders, and ensured alignment across teams.
Methods