How can we use research to validate the features we're delivering?
Understanding the context
A Coorporate Bank saw an opportunity to create a brand new internet banking for their customers, offering specifics products and services for their international business needs.
Definition of the project
Purpose: To be the best, most complete, innovative, and referenced corporate bank platform in the financial market, providing our clients with a unique, friendly and flexible digital experience that allows them, practically and autonomously, to have all their expectations and needs met in a single channel.
Mission: For our Wholesale customers, who need integrated cash management solutions, Bradesco Global Solutions is a digital relationship channel for products and services. It ensures a seamless, customizable and flexible experience. Unlike solutions spread across several internal and market platforms, Bradesco Global Solutions offers a new, more fluid alternative, minimizing impacts on these customers' day-to-day operations.
Eyesight: To be a digital cash management platform, intuitive and customizable to the profiles and needs of the wholesale customer, with flexibility for integration and fluid operation, focused on continuous evolution.
Execution
Our first step was understood as the banking service needs of these customers' day to validate the priority services that we would release in the first launch, as well as to collect new perceptions and motivations from this audience about the journeys we built in MVP. For that, we did an exploratory research. So, for the research problem, we that main question: how was the enterprise financial routine of this kind of enterprises?
- We did a research project to validate the hypotheses mapped in the initial phase of the project;
- Elaboration of an MVP prototype, with journeys that contemplated the hypotheses of the research project;
- We opted for an in-depth interview in conjunction with usability testing and recruited 3 types of user-profiles from these companies;
- As a success metric, we list two: a. Effectiveness on the journeys and tasks performed within the routine of these companies; b. Satisfaction/acceptability of using the channel and services contemplated.
Learnings and impacts
As we applied the usability test and make some in-depth interviews to understand the behavior and needs of recruited users, we collect some data and insights that supported the whole product team. It impacted the product roadmap strategy, after that we could prioritize services that would go to the first launch. As a consequence, the project gained another feeling: now, the team was going on a promising path and we have the certainty that would deliver value to customers. As a result of these actions and provocations, stakeholders gained confidence in decisions and we gained speed in development deliveries.
