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DEMYSTIFYING MONEY

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Capital One’s Innovation Lab was just formed when they reached out to us for some help. How could they advance their online finance platform without alienating customers more accustomed to a brick and mortar experience?

We conducted and recorded in-depth interviews with customers about their relationships with money. We needed to understand how to navigate and explore the taboos before we could begin the UX process and set the strategic roadmap for their highly ambitious Innovation Lab. By first exploring the emotional territory surrounding personal finance, we were able to discover the key takeaways needed to build a digital platform customers were comfortable with. We then worked in concert to design a highly personalized app experience that was simple and intuitive with manageable goals and tangible benefits. This more tactile and immersive digital platform dramatically changed the way customers understood and engaged with their finances.

Capital One’s online banking has since become a model for the banking industry.