Alberto Imberti
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Innovating ING Conto Arancio
Outcome
In the first phase of the project, me and my team (BIP), conducted the research interviewing 16 customers (who had been with the bank for less than 6 months and have activated the product / were used to interact with the product on different touchpoints) identifying three personas characterized by distinct needs and expectations , generating different possible scenarios to evolve the service. In the second phase, through a series of co-design workshops, we engaged an interdisciplinary team of ING professionals in various activities aimed at generating, prototyping, and subsequently testing three ideas of potential new services with selected customers, in order to understand which idea to develop and launch in the Italian market.
ING wanted to investigate the experience of its customers who had recently chosen to open a current account with the bank, to explore the reasons behind this choice, the expectations towards the service, and the needs of different users. The initial challenge of ING was understanding the areas to intervene in order to improve the customer experience and to support the growth of customer value towards more complex products such as investments and insurance, thus evolving the relationship with the bank over time.
