Research and testing
Financial sector client
Problem to Solve
Understand which attributes of BICE’s value proposition are most attractive and relevant to its target audiences—both B2B corporate clients in the Wellness space and B2C individual customers—in order to guide the development of future digital products and services.
Research Objective
Identify and validate the most relevant and desirable value attributes within a financial services offering focused on well-being, by understanding the motivations, beliefs, and decision-making criteria of both B2B and B2C clients, in order to guide the design and prioritization of digital products and experiences with greater adoption and impact.
Process
1. Exploratory Research
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Desk research on wellness, financial services, and market trends
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Competitive benchmarking and key insight extraction
Value Proposition Workshop
To develop the prototype to be tested for the B2C line, a value proposition workshop was conducted. Together with the client, we reviewed benchmarks and created an initial definition of the project’s value proposition.
Following the workshop, the information gathered during the session was synthesized in order to refine the proposal in subsequent meetings with the client.
2. Qualitative Research (B2B)
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Design and execution of in-depth interviews with corporate clients
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Exploration of decision-making processes, retention strategies, and corporate wellness practices
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Thematic synthesis and opportunity detection
Prototype Development
To design the prototypes, multiple wireframe proposals were created based on the insights gathered during the workshop. In parallel, several visual identity concepts were explored, including logo, naming, color palette, typography, imagery, and overall layout of the proposal.
After several iterations, the final design was defined in order to begin testing with the target audience.
Testing Phase
In collaboration with the project’s digital marketing agency, a social media campaign was launched to evaluate which prototype was most desirable among the defined target audience.
We measured performance based on the number of interactions each prototype received and analyzed user behavior through Hotjar recordings. In addition, interviews were conducted with users who signed up via the website form. By combining these variables, we were able to determine which prototype was the most appealing.
Results & Insights
To present the testing outcomes, a comprehensive final report was developed outlining the full research and design process, including workshops, mockups, and final prototypes. It also incorporated digital campaign performance metrics and heatmaps provided by Hotjar.
To synthesize user-related findings, we developed user archetypes along with their corresponding empathy maps. Finally, we consolidated the most relevant actionable insights to inform the next stages of the project’s development.
