//Case

Financial Management and Behaviors

Financial Management and Behaviors

Financial Management and Behaviors

Financial Management and Behaviors

Service Design

// Challenge

Personal financial management solutions had low adherence, as customers abandoned their use over time. The topic was treated mathematically and economically, ignoring behavioral challenges.

// My contribution

  • Map the reasons for low adoption

  • and propose strategic improvements to increase retention of financial products.

// Process and solution

Scenario analysis

We collected usage data, feedback from existing customers, and combined it with market benchmarks and behavioral economics data to understand the challenges and opportunities.

Problem identification

Problem identification

Problem identification

We discovered that the mathematical approach to solutions did not consider customers' behavioral profiles, which is the main influencer on people's financial lives.

We discovered that the mathematical approach to solutions did not consider customers' behavioral profiles, which is the main influencer on people's financial lives.

We discovered that the mathematical approach to solutions did not consider customers' behavioral profiles, which is the main influencer on people's financial lives.

Strategy redefinition

Based on this proposal, we restructured the presentation, positioning and communication of the products to better align with the different behavioral profiles, and we changed some interest measurement metrics.

Implementation and monitoring

Implementation and monitoring

Implementation and monitoring

We evolve products with new guidelines and monitor retention and satisfaction metrics to validate adjustments, also treating implementation as a test model.

We evolve products with new guidelines and monitor retention and satisfaction metrics to validate adjustments, also treating implementation as a test model.

We evolve products with new guidelines and monitor retention and satisfaction metrics to validate adjustments, also treating implementation as a test model.

// Results

After six months, retention grew by 9%, and feedback indicated greater customer engagement and satisfaction.

// Lessons learned

Personal financial management is an open challenge in the market, so advances in this area represent great achievements. Using metrics as a direct form of validation does not always work, but in this project it made sense.