A versatile Service Designer and UX Designer with a solid foundation in graphic design and experience design. Proficient in using qualitative and quantitative research methodologies to identify problems/opportunities, and generate insights for improvement. Skilled in applying systems thinking approaches to address complex challenges and create sustainable solutions. Committed to developing user-centered/actor-centered/planet-centered designs that enhance experiences while aligning with business objectives.
GOOGLE (*Hidden confidential content)
#UX #Innovation #User-Centered #Gen Z #Fintech #Testing
Team Size: Google Team & SCADpro Team
Duration: Jan-Mar, 2023
Role: Service Design Lead, Research
Duration: Jan-Mar, 2023
Role: Service Design Lead, Research
The Prompt
Understand how underrepresented groups are using apps to pay & save, explore product ideas to build inclusive financial experiences for 18-24 year olds in these communities.*
*Participants reflect the diverse population of Savannah
The Methodology
To uplift Gen-Z's financially struggling segment, we've implemented empowering and educational features, enhancing their financial health and confidence. We've employed a user-centered participatory research approach, combined with agile workflows, ensuring rapid, impactful design solutions that meet user needs.
The Outcome
1. We've created a mock credit card to educate Gen-Z about financial literacy, facilitating a comprehensive understanding of credit card mechanics.2. A visual, customizable savings goal feature is introduced to reinforce resilience, acting as a guard against impulsive shopping tendencies.
3. Value-aligned coupons feature allows Gen-Z consumers to connect with brands that resonate with their personal values, fostering conscious consumption.
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To uplift the financially coping segment of Gen Z through implementing features designed to empower and educate the user, improving their overall confidence and financial health.
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︎ We believe that by providing a fictitious experience of paying with a credit card, financially coping Gen-Z will educate them about the subject of credit cards rather than being overwhelmed with the idea of having one.
︎ We believe that by providing a pre-payment customized checklist and financial tips alerts, financially vulnerable Gen-Z will enjoy a more rational, calculated, and reassured payment experience.
︎ We believe that by providing a feature which visualizes goals, the financially coping segment of Gen-Z will overcome the guilt from impulse buying and form a positive, emotional connection with saving.
︎ We believe that by creating a gamified payment tracking feature, overspending Gen-Z users will achieve a more digestible understanding of their spending habits.
Design Process
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Design Purpose
To uplift the financially coping segment of Gen Z through implementing features designed to empower and educate the user, improving their overall confidence and financial health.
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We Believe Statement (MVP)
︎ We believe that by providing a fictitious experience of paying with a credit card, financially coping Gen-Z will educate them about the subject of credit cards rather than being overwhelmed with the idea of having one.
︎ We believe that by providing a pre-payment customized checklist and financial tips alerts, financially vulnerable Gen-Z will enjoy a more rational, calculated, and reassured payment experience.
︎ We believe that by providing a feature which visualizes goals, the financially coping segment of Gen-Z will overcome the guilt from impulse buying and form a positive, emotional connection with saving.
︎ We believe that by creating a gamified payment tracking feature, overspending Gen-Z users will achieve a more digestible understanding of their spending habits.
1.0 Preliminary Research
1.1 Deciphering Gen-Z: Understanding the Next-Generation Customer
of Gen-Z cited Trust & Security as the #1 value they seek from a financial service
Gen-Z entered the workforce following a decade of economic growth, resulting in a higher cost of living made worse by the 2020 global pandemic
of Gen-Z, according to the FHN, is financially insecure
1.2 Trends and Tides: Navigating the Evolving FinTech Market
Theme of Connection
Gen-Z wish to feel a part of the stories & brands in which they absorb content from
Gen-Z wish to feel a part of the stories & brands in which they absorb content from
Highly saturated with competitors & product offerings
This insight proves how important it is to craft a product that is well-positioned & focused on a differential advantage.
A strong & grounded brand identity
Connect users with the values of the product together
2.0 Secondary Research
2.1 Harnessing In-Depth Interviews: Gaining Gen Z Perspectives for Inclusive FinTech
The research team decided to do an in-depth interview for the primary research. Each team member contacted two Gen-Z participants who are U.S. citizens. Totally the team received 28 replies based on the research goals.
2.2 Unlocking Gen Z Financial Health: Key Insights from In-depth Interviews
The interview screener was designed with questions that the FHN uses to determine a person's FinHealth score.
The score is both an overall average, as well as four different components of financial health: plan, save, borrow, and pay.
After receiving the results of the screener, the team first calculated the overall FinHealth score of the userbase, which came out to be 72.75 ——just shy of the 80+ range of financially healthy. From the results, it shows that planning scored the lowest (64.7), followed by saving (71.9) and borrowing (76.6)——all of which fall into the financial coping category. Interestingly, the pay category falls within the financially healthy zone; however, this data does have a bias, as it relies on the user's perception of their own financial standing.
The score is both an overall average, as well as four different components of financial health: plan, save, borrow, and pay.
After receiving the results of the screener, the team first calculated the overall FinHealth score of the userbase, which came out to be 72.75 ——just shy of the 80+ range of financially healthy. From the results, it shows that planning scored the lowest (64.7), followed by saving (71.9) and borrowing (76.6)——all of which fall into the financial coping category. Interestingly, the pay category falls within the financially healthy zone; however, this data does have a bias, as it relies on the user's perception of their own financial standing.
3.0 Affinitization
3.1 Leveraging Affinitization to Fuel Inclusive Financial Solutions for Underrepresented Gen Z
Through the Affinitization process, we interviewed diverse participants, identified patterns, and translated raw data into 110 insightful ideas about how underrepresented Gen Z interact with financial apps. After rigorous analysis, we crystallized these into 13 final insights to guide the development of inclusive, user-friendly, and practical financial solutions that truly resonate with these communities. With this approach, we're reimagining financial inclusivity.
︎ 28 Interviews
︎ 1800 Raw Data Points
︎ 350 Grouped Commonalities
︎ 110 Drivin Ideas
︎ 13 Final Insights
︎ 28 Interviews
︎ 1800 Raw Data Points
︎ 350 Grouped Commonalities
︎ 110 Drivin Ideas
︎ 13 Final Insights
3.1 Turning Insights into Action: Navigating the Future of Inclusive FinTech
Informed by 13 pivotal insights from our Affinitization process, we're directing our efforts into ideation. We're not just interpreting the financial habits of underrepresented Gen Z, but using these insights to shape future-oriented, inclusive, and practical financial apps. Through this, we're committed to transforming the FinTech landscape and championing financial inclusivity for these communities.
4.0 Ideation & Prototype
4.1 From Insight to Impact: Our Journey in Crafting Inclusive FinTech Solutions
Our ideation journey began with numerous 'How Might We' (HMW) questions, from which we selected the most feasible. These guided us into 'blue sky thinking', fueling imagination and ambition. We then distilled our ideas into 7 'We Believe' hypothesis statements, each anchored by specific user insights and problems identified during our affinitization process.
Using these statements as guides, we crafted storyboards to visualize our solution strategy and users' journey, which led us to prototype creation. This journey epitomizes our dedication to developing FinTech solutions tailored to the unique needs of underrepresented Gen Z. Looking back, it's a testament to how we transformed insights into tangible, impactful action.
Using these statements as guides, we crafted storyboards to visualize our solution strategy and users' journey, which led us to prototype creation. This journey epitomizes our dedication to developing FinTech solutions tailored to the unique needs of underrepresented Gen Z. Looking back, it's a testament to how we transformed insights into tangible, impactful action.
5.0 Testing
5.1 Concept Testing in Action: Iterating Toward Inclusive FinTech Solutions for Gen Z
Our journey in crafting inclusive FinTech solutions led us to Savannah's Forsyth Park, where we conducted hands-on concept testing. For each concept, we engaged Gen Z participants in a four-step process: inviting them to our testing station, having them complete activities, sharing prototypes to spur follow-up questions, and generating organic conversations to glean improvised insights.
These direct interactions provided invaluable feedback, helping us refine and iterate each concept. With every step, we are fine-tuning our financial solutions to meet the unique needs and preferences of the underrepresented Gen Z communities. This field-testing journey underscores our commitment to continued learning and adaptation, as we strive to shape truly inclusive FinTech solutions.
These direct interactions provided invaluable feedback, helping us refine and iterate each concept. With every step, we are fine-tuning our financial solutions to meet the unique needs and preferences of the underrepresented Gen Z communities. This field-testing journey underscores our commitment to continued learning and adaptation, as we strive to shape truly inclusive FinTech solutions.
5.2 Applying Kano Testing: Refining and Prioritizing Features for Inclusive Gen Z FinTech
Our pursuit of inclusive FinTech solutions for Gen Z took a strategic turn as we incorporated Kano Testing. This renowned model allowed us to prioritize the product features that can not only satisfy but potentially delight our users.
The invaluable insights gained from this testing process directed us towards fine-tuning, merging, and filtering our concepts. Aided by the results of the Kano testing, we embarked on another round of iteration. Each of these steps brought us closer to delivering a truly inclusive financial app that addresses the unique needs of underrepresented Gen Z communities, ensuring satisfaction and delight through every interaction.
The invaluable insights gained from this testing process directed us towards fine-tuning, merging, and filtering our concepts. Aided by the results of the Kano testing, we embarked on another round of iteration. Each of these steps brought us closer to delivering a truly inclusive financial app that addresses the unique needs of underrepresented Gen Z communities, ensuring satisfaction and delight through every interaction.
5.3 Usability Testing: The Bridge Between Concept Mergence and User Satisfaction in Gen Z FinTech
Post concept-mergence, our journey of crafting inclusive FinTech solutions for Gen Z entered the pivotal phase of Usability Testing. This third round of testing was instrumental in not only addressing user problems but also assessing the ease-of-use of our solutions.
We dove deep into questions around functionality, efficiency, and intuitiveness, ensuring that our solutions do more than just meet financial needs - they provide a seamless, user-friendly experience. This phase is a testament to our unwavering commitment to aligning with Gen Z's unique requirements, ensuring our solutions are not only impactful but also easy and enjoyable to use.
We dove deep into questions around functionality, efficiency, and intuitiveness, ensuring that our solutions do more than just meet financial needs - they provide a seamless, user-friendly experience. This phase is a testament to our unwavering commitment to aligning with Gen Z's unique requirements, ensuring our solutions are not only impactful but also easy and enjoyable to use.
6.0 Outcome: Tailored FinTech Concepts for Empowering Gen Z's Financial Journey
6.0 Outcome: Tailored FinTech Concepts for Empowering Gen Z's Financial Journey
After an intensive journey of research, ideation, and iterative testing, we've arrived at three main outcomes. Each one is meticulously tailored to foster financial confidence and independence among underrepresented Gen Z communities.
︎A concept aimed at boosting financial confidence, primarily focusing on educating users about credit scores and cards.
︎A concept purposed to enhance financial visualization and tracking, providing users with a comprehensive view of their financial journey.
︎A concept dedicated to elevating day-to-day savings, while seamlessly integrating personal values into the financial management process.
︎A concept aimed at boosting financial confidence, primarily focusing on educating users about credit scores and cards.
︎A concept purposed to enhance financial visualization and tracking, providing users with a comprehensive view of their financial journey.
︎A concept dedicated to elevating day-to-day savings, while seamlessly integrating personal values into the financial management process.