Decoding "Life-Centricity" for UX Standards, Strategy & Measurement
Bank Jago is built upon the mandate of being a tech-based bank to cater towards the digital-savvy users in Indonesia. Rooted in the value of supporting lifestyles of varying degrees, Bank Jago aspires to constantly provide digital financial solutions in relevance to its users. As per the company's mission, the goal of this project was to ensure that we can deliver a set of standards to help creation, prioritization and better decision making in Jago's internal processing through their core values.
Setting a standard for process and product measurement based on "Life-Centricity" to shape internal processes, prioritizing decisions to create meaningful impact.
The team dissected and extracted the essence of Bank Jago's life-centric values through explorative research, landscape analysis and extensive literature review; from how people find meaning in life, to how this means in a digital banking platform. Thus, translating this into sets of Standards, Strategy & Measurement for the company.
- Product Strategy
- Customer Research
Category
- Opportunity Discovery
- Insurance & Financial Services
...by further rapid innovation of life-centric features, we will enable the Indonesian consumer to live life to the fullest, together with their family and friends. Now, Tomorrow, Together.
Quantifying the Subjective through Research
This project cracked the code on a critical challenge: quantifying the subjective. Our approach was to ensure we had context understanding from the business to inform any primary research we are going to conduct. Through literature review, the team understood psychological factors and external influences an individual's lifestyle.
Distilling down the literature review to match the identified target audience and stretching it out to a diverse persona spectrum to ensure all edge cases are met.
Our Approach
Understanding internal processes and relevant research related to Jago's ultimate objective and vision.
Character and mental model studies through in-depth interviews, product analysis and literature reviews.
Creating a framework through workshops with the working team – expanded the framework as a quantifying tool.
Deconstructing Value Systems in Eccentric Lifestyles
To gain deep user insights, we employed a two-pronged strategy. First, by distilling extreme user personas, we identified the critical edges of our target audience's needs and behaviours.
Following this, we conducted in-depth interviews incorporating strategic stimuli to trigger analytical and reflective responses. These stimuli, carefully chosen based on user personas, allowed us to deconstruct the value systems that underpin user lifestyles.
Our in-depth interview gave us a perspective on intangible aspects like user lifestyle, motivations, and values. These data-driven insights empower product, business, and communication teams to craft experiences that resonate deeply with Bank Jago's core values, resulting in products and services that are not just functional, but truly meaningful.
By leveraging these findings, we can tailor and personalize the user experience to present relevant and actionable choices. This approach will not only empower users but also foster a sense of trust and transparency, ultimately driving greater engagement with Bank Jago's products and services.
How Might We assess product values to resonate deeply with Bank Jago's Life-Centricity core principle and deliver functional and meaningful products?
Building a Customer-Centric Future: Introducing the Life-Centricity Framework
The research process birthed the Life-Centricity Framework which produces "The Life Centricity Score" (LCS). The LCS goes beyond traditional app metrics to directly assess the impact of Bank Jago's app on users' lives. By focusing on indicators derived from user research on desired life fulfillment through digital experiences, the LCS provides a unique measure of life-centricity.
This strategic metric complements existing business and system usability metrics, enabling a holistic view of the Bank Jago app's performance. By incorporating the LCS, we can optimize the app to not only function well but also demonstrably enhance users' lives.
Measuring Customer Value
Our research, including a literature review and primary studies, led us to develop the "Life-Centricity" framework. This framework categorizes different types of customer feedback and responses against our formulated "pillars."
These pillars then serve as the foundation for measurement metrics. When we ask customers questions aligned with the "Life-Centricity" framework, internal teams can utilize a built-in scoring system. This system helps the Bank Jago team to assess how well their product meets the life-centric criteria for customers.
Furthermore, the scoring system provides direction to actionable insights. It pinpoints which specific values need improvement, giving Bank Jago's teams a clear direction for product development.
