"My Money Map" - A Brand Experience Design Proposal

This was the final presentation for a three-week long project. We studies and explored experience design and branding in relation to how local banks did this, and how our design team could improve or enhance it without impeding the existing brand.

Our idea for Vancity bank was to enhance the community aspect pertaining to where a Vancity member spends his or her money.

Presented by Alee Furman, Flory Huang, Mark Inouye, Gracelle Mesina

Transcript

1. VANCITY + AKQA EXPERIENCE DESIGN My Money Map Alee Furman / Flory Huang / Gracelle Mesina / Mark Inouye Where your money is now & where it’s going.
2. PROPOSAL There is a dissonance between the product, in terms of the brand promise’s touchpoint with the member, and the brand experience. PRODUCT BRAND EXPERIENCE GAP IN BRAND PERCEPTION
3. 1. We identified different platforms and levels at which people were talking about and interacting with the brand. HOW Lack of a question resulted in the lack of a resolution, so: 2. And then we strove to understand our audience’s level of personalised experience through targeted engagement. PRODUCT BRAND EXPERIENCE GAP IN BRAND PERCEPTION ?
4. Narrowing down questions past that of general consumers, we realized that Vancity was always advocating for positive community wealth simultaneous to that of individuals: however, they do not provide any gauge; news; or visible information on an individual’s presence within their community. REACH ENGAGEMENT CONSIDERATION ADVOCACY LOYALTY CONVERSION BRAND NAME BRAND EXPERIENCE BRAND PROMISE PRODUCT BRAND PERCEPTION “Identifying platforms and levels at which people are talking about and interacting with the brand.”
5. REACH ENGAGEMENT CONSIDERATION ADVOCACY LOYALTY CONVERSION BRAND NAME BRAND EXPERIENCE BRAND PROMISE PRODUCT BRAND PERCEPTION “Understanding the audience’s level of personalized experience through targeted engagement.”
6. Where is my money, and where is it going?
7. INSIGHT IDEA IMPACT directs drives Dissonance of brand perception from experience No existing products that provide transparency between members and Vancity Asking the right questions Reiteration of conceptualizing appropriate campaigns Consideration for the promotion of existing products such as Good Money Accessible to members on location in branches and at home/ on the go Tangible evidence of involvement A STRONGER BRAND PERCEPTION LED BY
8. Vancity’s campaign for Good Money is extended through a digital graphic interface that visualizes a client’s Good Money and its relationships to the client as an individual in their community, municipality, and to the rest of the world. The My Money Map is an application used by those interested in the geographical and causal reach of their purchases; Good Money circulation can range from being solely local investments to being global projects. After information, the My Money Map may be used as a gauge in an individual’s personal contributions to their own lives and others. MY MONEY MAP GOOD MONEY PERSONAL INVESTMENTS shopping lifestyle food entertainment bills travel non-profit environment buying local education health aboriginal
9. Transparency is provided for both the mass public (potential new members) as well as the members themselves. This honesty will contribute to the credit union’s brand perceptions: positive reaffirmations will be made and prolonged membership will continue while new members have tangible evidence of Vancity being communally invested and active. This interface exists on 2 platforms: in-branch on location and via Internet browsing.
10. “[maximize the] brand’s total social audience and potential reach...” Similarly to AKQA’s use of digtial media in browser on the internet, we
11. Vancity member wants to check her bank balance online. 1 She logs into the existing website. 2
12. She checks her bank balance and proceeds to look at the My Money Map feature. 3 She gains insight about where her money is and how she spends it. 4
13. VANCITY MEMBER IN-BRANCH ONLINE Regular Bank Statement My Money Map Our Community Map Me My Community My Country My World
14. My Money Map Overview upon log in Account Statement Menu
15. 1 2 3 4 5 Good money Ordinary spending My Community My Country My World Chequing Savings Date Location Amount 10/11/12 10/12/12 10/12/12 10/20/12 10/21/12 Shell Starbucks Sally Ann Elastique Bearopolis $150 $50 $96.2 $25 $15 Me 1 2 3 4 5 3 2 Last 5 Transactions Initial start up page of Map: “Me” view
16. 2 1 2 3 My Country My World Last 5 Transactions (Me) Chequing Savings 1 10/11/12 10/12/12 10/12/12 Thrifties Starbucks Sally Ann $90 $23 $600 My Community 1 2 3 3 Good money reach Direct Spending Indirect Spending “My Community” view
17. 10/10/12 10/12/12 10/14/12 10/16/12 10/18/12 Island co-op Ebay Amazon.com Vancity international Nigerian Tiger found. $10 $800 12 13 14 15 16 My World My Country Me My Community My Country Chequing Savings 1 3 1 2 2 3 4 4 5 5 Good money reach Direct Spending Indirect Spending “My World” view Good Money gauge
18. Prompt at log out for less active members
19. REFERENCES https:/ /www.vancity.com/MyCommunity/Impact/Stories/Map/ http:/ /www.akqa.com/#/work/audi/audi-rfi http:/ /www.akqa.com/#/work/visa/go/video