Project
I led the design of a nationwide installation in Capital One Cafes that helps customers discuss their financial lifestyle in a judgment-free, fun manner. It takes a serious topic and brings levity to the conversation using comics as the theme.
Problem
There is a lack financial literacy in America and it is costing us dearly. The National Financial Education Council found that lack of financial literacy cost Americans an estimated total of $415 billion in 2020. This recent study is on trend for the work for the data analysis and customer interviews my team conducted in 2014.
Target Market
Leveraging the design research and strategy work I had previously conducted at Capital One a series of research and development projects was done for the bank team. Through our customer research we saw that financial literacy issues existed across age from high school students to middle aged adults. The bank team wanted cafe installations that would appeal to a wide range of customers.
Solution
An exhibit of physical posters on display in Capital One Cafes. Customers approach them and are surprised when their touch triggers the superhero theme song for each panel with a description of that story element. A second screen experience allows users to build a customized comic book. The digital comic book is their financial story. This comic book is then used as the foundation for free financial counseling.
Outcome
The Secret Identity posters were tested across six deployments nationally in Capital One cafes as well as in a booth at ComiCon Silicon Valley. We had 1,000 respondents with an NPS score of 92. The executive oversight board agreed on a key performance indicator of net promoter score as the success metric for the portfolio of projects my team was creating, anything above a 62 was scaled for production. The Secret Identity project was our first successful Bank installation.
The Capital One team was amazed at the personal stories customers shared as part of the exhibit. The superhero exhibit sparked the customers curiosity, but the Capital One ambassadors empathy and sharing of their own personal financial stories created a personal connection.
