Project Joy
Wealth management foundational service design
Reinforcing the importance of managing the trade lifecycle
2013
Financial Industry, Brazil
Custom mobile touch screen OS turrent platform for professional traders
Project Joy is the code name given to a research and service design project initiated by a very established mid-to-large sized bank, based in São Paulo, Brazil. The bank was a brand new client of frog’s, and came to us because of our reputation, putting the fate of their start-up Brazilian wealth management service in our hands. It was a very unique opportunity to be brought into the early stage design and development of an ambitious and ground-breaking new service who’s aim was to tap the rapidly changing demographics in such a new and important market.
From a business perspective, we saw it was a great opportunity to leverage our cross-disciplinary approach in a rapid and agile matter to support their accelerated go-to-market strategy.As one of the fastest growing economies, Brazil represented a unique opportunity for individual, domestic investment. To satisfy the elevated need for informed investing, both financial advisors and investors were seeking a differentiated advisory service.
Foundational Research
The goal of the initial phase of this project was to help Project Joy understand how users of the growing middle class in Brazil invest their money. This was executed by 40+ in-home interviews with both potential end-clients and financial advising agents in central cities in Brazil. Namely, Rio de Janerio, São Paulo, Cuiabá and Brazilia. From those insights, along with strategic market data insights, we defined and help develop a value proposition for Project Joy as a truly differentiated wealth management program with the ambition of setting itself apart from the competition and driving strong loyalty among their core customers.
Digital Service MVP Concepts
From our research, it was apparent that the financial services market in Brazil continues to evolve and that the unmet needs of the emerging and mass affluent market offers an exciting opportunity for Project Joy to create meaningful user experiences that drive loyalty and monetizable value for their new company. We strove to provide them with the right branding, service design model, and products to strategically take advantage of the current market situation.
Final Concepts and Service Opportunities
Supporting the client's goals of a differentiated solution, our designs set up Joy to provide investment and wealth management solutions to the market through an agent-centric model. We also substantiated Joy to offer client experience frameworks and a wealth management platform to help agents deliver advisory, portfolio accounting, and transaction services helping clients reach their long term goals. If Joy can empower clients and simplify advisor’s lives, everybody wins.
