Yana Diadchenko
VTB design challenge
Financial transactions in banking applications often seem routine to the user. Motivation to manage personal finances remains low.
Users are rarely involved in financial planning and cost control, put off savings for later, and do not use useful app features. It's Reduces their loyalty and frequency of interaction with the bank.
Implementation play-mechanic banking applications such as achievement awards, challenges and quests for various bank products.
First, we need to know who the audience is.
Quick googling gave the result in the form Customer Experience Research at VTB From the specialists of the project Infographic:
In addition to age characteristics, to determine CA, it is necessary to take into account the level of income, lifestyle and values, type of employment and other factors. Therefore, for convenience, I conducted an ABCDX segmentation and identified those groups for which gamification can be calculated.✓).
High-income users (A1 segment) are more likely to be interested in investments, insurance products and tax optimization, so you can try to attract them with personalized challenges (for example, increasing profitability). investment) and status awards.
People 25-45 years old, with medium and high income (segments A2 and C) are active users of banking services, interested in financial management, but with limited time. They may be attracted by missions to achieve financial goals (housing purchases, education savings), visualization of progress, and social mechanics.
Young people (18-25 years old) with low or middle income (segments B and X) are often just starting out and may have difficulty saving and financial planning. They may be interested in challenges for putting aside small amounts, rewards for regular payments and the use of useful features of the application.
In search of game mechanics from competitors, I came across Sasha Makarov’s article on gamification in the T-bank application. It helped me move through this stage faster and formulate several hypotheses:
The tasks should be simple.
The benefits must be real.
The benefits should be understood immediately.
The entry point to the mechanics should be visible
I also learned a lot of useful things on the site. Gamification nowIt contains real cases with game mechanics in online and mobile projects.
The introduction of gamification in the bank’s application will affect several key metrics:
Credit cards are a complex product for most customers. Many do not understand how to use them correctly, they are afraid of hidden commissions, fines and debt burden. Quest involves users in active use of credit cards so that they:
Characters help users track their weekly spending and their purchase behavior. They reflect user actions and create an emotional connection..
The main purpose of the mechanics is to motivate users to go to the bank app every week to see what character they got. To get a new character, the user must change the composition of spending this week, which motivates the most interested to pay with a VTB card something new and temporarily switch to permanent use of the bank.
Also, for each public posting with a character, the bank accrues bonuses (cashback, points in the loyalty program).
For the user – a nice way to brag about the achievement and get additional bonuses.
For the bank – a natural viral advertising: people share their results, attracting new customers and increasing involvement in gamification.
As part of the work on the case, I learned what game mechanics are and how they affect the game. Customer engagement and financial behavior. It was important to make sure that the type of gamification selected smoothly The process of dealing with the bank and making it clearer.
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