Warm Customer Engagement for Digital Financial Services

Archive: December 2014

User-experience Design: The Link Between Design and Engineering

December 26, 2014

Posted by Dante Cassanego

This is a guest post written by Cristina Gorrino, who, as a user-experience designer, serves as the link between our design and engineering teams.

Things are always moving forward at Juntos. From our earliest attempts at creating our messages, the focus has been on iterative design based on feedback from our users . Although this philosophy extends across all parts of the company, the core remains with the development of our products. For us, this means a deep connection and collaboration between engineering and design.

On a weekly basis our designers set the course, detailing which new SMS experiences we want to test, and which existing ones need to be re-designed or removed. Their vision of how users will receive and interact with our text messages then gets queued up, ready to be integrated with our software.

In most cases, the new experience is scheduled to go live within a week. By the time it goes live, the design team will have the next iteration ready to be queued up and integrated. These quick iterations fed by the data we collect from our users are essential for finding the best way to talk with our users and to create content that engages them with information they can truly use.

To maintain agility in creating these experiences we’ve designed a process that does not require an enormous commitment of resources from our software engineers. Instead, they have built a highly flexible and configurable framework that can accommodate any design. My work as a user experience (UX) engineer consists of translating each design into this framework, and using the available building blocks to bring the designer’s vision to life.

The addition of an extra step in between design and engineering benefits both teams. The designers are free to create complex experiences and to run frequent tests without having to wait a long time for a finished product. And the software engineers are able to focus on keeping the framework working well and to develop new capabilities. If the data tells us that a set of messages doesn’t work, then we can remove them without feeling like resources were misspent.

Working within a flexible framework to continuously improve our products makes communication and connection between the teams essential. The point where a design reaches configuration is where all the “what if” questions get answered.  All the paths that the users can take through our messages get defined here, which often means several rounds of questions and comments back and forth between the UX engineer and the designer.

The idea is to create a product that is easy for the user to have a conversation with, so that the user’s responses will dynamically shape the experience they receive. Ultimately, it is the user who shapes our products and shows us the way to design the Juntos experience.  Their part in the feedback process gives us our cue to refine our products and gives us insight into new ideas we can explore.

Technology for Storytelling

December 12, 2014

Posted by Dante Cassanego

Storytelling is as old as language itself, but some people fear that storytelling is dying in the digital age. The argument that storytelling is becoming a lost art usually focuses on how technology has shrunk our attention span to the extent that we are now bored by any soundbite that cannot be summarized in 140 characters.

At Juntos, we believe that storytelling is actually one of the best applications of technology. The power of technology boils down to three things: 1) communication, 2) automation, and 3) scalability. Basically, technology allows you to connect with lots of people, over and over again. Despite being simple, those are really powerful tools when you’re trying to tell a story.

Many financial institutions use technology to try to tell their institution’s story to customers. What sets Juntos apart is that we offer our partner financial institutions technology that creates a space where customers can tell their own stories and feel that their financial institution is listening.

We do this through a messaging platform that takes advantage of technology’s strengths. Juntos facilitates communication with customers by allowing for SMS conversations that are personalized and two-way. Thanks to automation, our partners can do this type of high-touch customer engagement on a large scale for low cost compared to alternatives.

Our use of technology to enable customers to tell their own stories to their financial institutions helps our partners better meet the wants of their customers. A recent survey by the CGI Group indicated that a majority of financial consumers want their financial institutions to “see me as a person,” “provide me with wealth-building advice,” and “tell me what I am spending money on and how I can save.”

By creating a space where customers can tell their stories and feel that their financial institution is listening, Juntos helps our partners’ customers feel seen, feel known as a person. What’s more, because Juntos allows for a two-way conversation, we help our partners to provide personalized advice, even to their low-income customers.

Just as old as storytelling is the human desire to have our stories validated. At Juntos, we use technology to provide our partner financial institutions with a powerful new way to meet this age-old need.

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