Vruti Chokshi
Banking acquisition experience Phase 3
PROJECT EXAMPLE
FROM VISA 2023
OBJECTIVE:
A national bank set out to grow customer acquisition by creating a more integrated banking experience—combining multiple product offerings into one cohesive journey. The objective was to increase engagement, deliver more value, and attract new customers.
I joined the project in Phase 3, building on the foundational work completed in the earlier phases. In Phase 1 and 2, the team conducted a competitive analysis, market research, and user research to identify customer needs and key opportunities. At the end of Phase 2, they facilitated a workshop to brainstorm, refine, and prioritize ideas—ultimately selecting two key concepts to move forward.
In Phase 3, our goal was to bring these concepts to life through detailed designs, craft a compelling narrative to frame the customer journey, conduct concept testing to evaluate their effectiveness, and share the results with the client. These insights would enable the client to refine and further develop the solutions for implementation.
TEAM:
Product Lead (me), Sr. Director (oversight), Design Director, 2 Designers
MY ROLE:
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Project Planning & Coordination
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Client Relationship Management
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Narrative Development & Presentation Flow
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User Research & Insight Gathering
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Design Feedback & Iteration Guidance
DELIVERABLES:
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Two Concept Directions with 30+ Lo-Fi Screens for Client Review
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User Testing with 16 Participants & Synthesized Insights Report
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25+ Mid to High-Fidelity Screens for Final Readout & Strategic Recommendations
APPROACH:
o1 Lo-Fidelity Designs
At the end of Phase 2, the client had prioritized two concepts, giving us a clear starting point for Phase 3 and allowing us to immediately dive into lo-fidelity designs.
As the product lead, I partnered closely with our designers to create lo-fidelity screens that brought the initial concepts to life. We shared these early drafts with the client to gather quick feedback and ensure alignment with their vision before moving forward. The purpose of using lo-fidelity designs was to rapidly explore and iterate on core ideas without getting caught up in visual details. This approach allowed us to validate key elements of the concept early on—focusing on structure, user flows, and functionality—so we could refine and strengthen the experience before investing in hi-fidelity design.
02 Concept Tesing & design iterations
Once we aligned on the low-fidelity designs, the team moved on to creating high-fidelity designs that brought the concepts to life with refined visuals. We then conducted concept testing to evaluate how well these designs resonated with users. Concept testing allowed us to validate our ideas early, ensuring they were intuitive, met user needs, and aligned with customer expectations.
As the product lead, I played a key role in this phase by developing the discussion guide to structure our interviews, ensuring we asked the right questions to uncover meaningful insights. I also managed the relationship with our vendor, who was responsible for recruiting users for testing, ensuring we had a diverse and relevant participant pool. After testing, I synthesized the findings, identifying key takeaways and patterns in user feedback. Finally, I guided the story of our insights, shaping how we presented our learnings to the client so they could make informed decisions on the next steps.
03 Ideal user journey & Final Recommendations
In our final recommendations report to the client, we developed an ideal user journey that illustrated the full customer experience from start to finish. This journey was supported by high-fidelity screens that brought the vision to life, highlighting key interactions and moments that were critical to a seamless and engaging experience. Our designers focused on crafting these high-fidelity screens, ensuring the visuals effectively showcased the proposed solutions.
I played a key role in shaping the narrative of the customer journey, ensuring that our insights and recommendations were presented in a compelling and cohesive way. I worked closely with the design team to make sure we had all the necessary assets to fully visualize the experience and align the story with the screens. This idealized journey served as a strategic blueprint, helping the client align on the next steps and providing a strong foundation for building out the full experience.
