Role
Content Designer
Team
Techcombank
Savings & Investment
Year
2022
Status
Concept only
Jump straight to
↓ The final result
Challenge
In 2022, our team in Savings & Investment received a business requirement for a content-intensive project targeting the Investor customer persona. The brief involved building a comprehensive content library with 2 main goals:
- Increase engagement and time spent in app
- Convert potential investors into active investors (measured by new sign-ups and first-time investments)
The solution was seemingly clear – but the problem was not.
How I helped
- Running ideation workshops for problem discovery
- Affinity mapping
- Defining content strategy with core direction, key content blocks and content formats
- Producing copy for preliminary user testing
Approach
Working closely with the UX Designer, I began with an ideation workshop with potential investors within the team to identify promoters, detractors as well as their overall mindset when it comes to investing.
From these findings and affinity clusters, I arrived at a roadmap by rearranging information in a sequential order to build a scaffolding learner’s journey.
After 2 rounds of concept testing and review with various different content formats, we uncovered 3 key insights:
- It’s social, and it’s emotional. Motivation to start investing ties in with identity, status, and validation.
- People don’t have time for long-form articles, no matter how useful these articles might be. Bite-sized nuggets of information are much more favourable.
- Interaction and personal relevance are key to keeping them interested and invested.
The final result
- The learner’s journey:
We developed a 8 learning modules to be covered in the course of 4 weeks. Each module delves into a specific topic in investing and includes 3 levels of interaction: learning – action – variable reward, following the Hook Model for habit forming.
- Onboarding:
- First lesson demo: Trigger – Action – Learn – Reward
Zoe Tran 