SOCIÉTÉ GÉNÉRALE
Summary
In early 2020, Société Générale entrusted us with carrying out a market study for the creation of a platform aimed at PRO / SME clients, in France and internationally.
Like other initiatives implemented in several financial institutions, this platform had to allow the Bank to establish and maintain a privileged relationship with its clients, in a context where the traditional relationship through the brick-and-mortar branch network is evolving and shrinking.
The objective was to offer, in a single digital space, a set of banking and beyond-banking services that are differentiating and valuable for users.
Role
UX Designer
2020
Chosen example:
Context
The methodology was divided into four phases: Discover, Describe, Materialize and Convince.
This mission was a collaboration between Accenture Interactive and Accenture Strategy & Consulting teams. I was part of the Accenture Interactive team, in charge of the user experience workstream: from understanding the vision to user testing of the prototype.
My role was to:
Align on and understand the vision
Identify PRO / SME client needs
Define the platform’s key principles
Formalize the service identity
Get client feedback
Design, prototype and user-test the key screens
Prepare the showreel (service presentation video)
Align on and understand the vision
To understand the needs and expectations of the project’s various stakeholders, we conducted individual interviews. Each interview followed a protocol defined beforehand with the project teams.
Responsibilities: co-writing the protocols, conducting the interviews, formalizing the synthesis.
Identify PRO / SME client needs
Interview protocol, note-taking via Mural, personas
The objective was to collect the concerns and expectations of PRO / SME business leaders regarding the project. We conducted about ten interviews.
Responsibilities: co-writing the interview protocol, conducting the interviews, formalizing the personas and the synthesis.
Example of a persona formalized following the interviews
Define the platform’s key principles
Value Proposition Canvas workshops
After collecting the needs and expectations of about ten business leaders, we worked with the client teams to define the platform’s key principles, using the “Value Proposition Canvas” method.
These workshops allowed us to identify 4 key principles that I formalized in order to present them to other business leaders and gather their feedback.
Responsibilities: preparing and facilitating the workshops, formalizing the key principles as “concept cards”.
Formalization of the key principles as “concept cards”
Get client feedback
With the 4 key concepts validated and formalized, we went back to the business leaders to gather their opinions. The objective was to test their appetite for our concepts, understand the reasons behind it, and capture any good ideas.
Responsibilities: preparing and conducting the interviews, formalizing and synthesizing the results.
Design, prototype and user-test the key screens
As the feedback on our concept cards was positive, the next step was to design the various screens, create a clickable prototype and have clients test it.
Responsibilities: formalizing the user journeys, wireframes and prototype (using InVision), preparing and facilitating the user tests.
User-test the key screens
Once the journeys were validated and the wireframes completed, we were able to start user testing. Given the health context at the time, these had to be conducted remotely, using Lookback.
Responsibilities: preparing and facilitating the user tests.
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