How do you approach human feelings in a world of stony transactions?
CLIENT: Oregon Community Credit Union
CHALLENGE: Understanding the mindsets of saving and emotional barriers of banking such as apathy and fear to best help members reach financial milestones.
RESEARCH: Analyzing results from an in-house survey and business intelligence from Tableau. The research lead and I looked for patterns and splits in the data.
TENSION AND INSIGHT: At a certain age, you’re expected to have figured out the big complicated game that is personal finance. However, the players are people with feelings and insecurities trying to figure out how “to win”.
STRATEGY: Communications strategies pivot around product and emotional barriers to help reach financial goals for five different personas we developed.