Mobile Content Strategy

Capital One Investing had a mobile trading app that contained almost no screen text, except for form fields. The app was designed for specific tasks and assumed customers know exactly how it works, where to go and what investing terms mean. The high-level goal was to explore specific customer problems in the mobile context so that we could implement conversational / tonal guidelines that were contextually relevant in the short-term and use as starting examples to expand to the rest of the apps.

We hypothesized that we could deepen brand loyalty and increase engagement by creating meaningful conversations that helped customers stay on track with their financial goals.

I facilitated a 5 day design sprint (inspired by Google Ventures). In a design sprint, a problem is explored that can and should have multiple solutions. The first day is spent unpacking common knowledge, qualitative and quantitative data and analogous experiences from other industries. The goal is to ground the room in a common framework to explore multiple solutions, narrow down to 1-3 options to prototype and then test by the end of the week.

prototypes

We ended up creating three interactive prototypes focused on these problem areas:

• How might be frame a customer’s investing accounts within the context of their financial goals when they are in the process of monitoring?
• How might we help customers feel knowledgeable enough to take sound actions and reduce emotional reactions in a volatile market?

prototype links

Find a Goal

Stay Alert

My role & outcomes

I facilitated the sprint, co-created the goals prototype and research discussion guide

Outcomes: The Stay Alert prototype received the most interest, or signal, from testing and it has been put on a roadmap for development. The brand strategist is working on the messaging guidelines with editorial staff.

Metrics to measure: Customer Satisfaction, Increased App Usage, Customer Retention