The Ask
Cooperative Bank sought to design a solution aimed at reducing customer attrition within their 5-28 year age segment. Despite significant investments in technology, they had not yet achieved the desired impact and wanted to explore new approaches.
The Observation
The Process
MADE facilitated a design workshop aimed at addressing the customer attrition problem. The first step was conducting a detailed analysis of the day-to-day experiences of customers in the 5-28 year segment. Through collaborative ideation sessions, the team identified several customer experience challenges that were contributing to the attrition.
Following the identification of challenges, the design sprint focused on generating solutions that could improve the customer experience. Two key outputs were delivered. First, a comprehensive report that documented the identified challenges and provided actionable recommendations for improvement. This report served as a roadmap for Cooperative Bank to enhance customer experience across its various segments.
The second output was an Android app UI concept, which demonstrated how digital enhancements could be implemented to address the identified issues. The UI concept was handed over to Cooperative Bank’s internal innovation team for further development and implementation.
The Outcome
The recommendations from the design sprint were adopted by Cooperative Bank, leading to improvements in customer experience across different segments. The Android app was developed based on the UI concept generated during the sprint and is now being used to enhance the digital experience for the 5-28 year customer segment. The initiative to reduce customer attrition is ongoing, with continuous improvements being made.