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In my time at NEUGELB Studios GmbH in Berlin, due to the freedom and support of the management of the company, my research journey in financial psychology started. As a daughter of a banker, I was always curious about the way "we tick" when it comes to money. Not surprisingly, we all are a bit weird; sharing our struggles with finance or talking about it in general is hard. Money attitudes are strongly influenced by the cultures we come from, and our beliefs are affected by the history of the regions we group up in, from our families and our deeply personal characteristics. Why We're All Weird About Money is a topic that I simply enjoy researching on. Building frameworks of people's financial needs from these insights is what I am trying to help with banks & fintechs, so they can to understand their customers better and bring fitting products to life.
Projects with NEUGELB - service design agency of Commerzbank
Projects with NEUGELB - service design agency of Commerzbank
Building the financial advisory of the future
Building the financial advisory of the future
Acting as (the only) researcher on the NEUGELBs "digital financial advisor", I was able to develop a complex profiling of our potential customers. These insights were the base for market potential forecasts and help us to decide on priorities in the MVP. Knowing our users preferences, we were successful in creating an appealing brand for the next generation of banking customers. A lot of our work was later incorporated in the Commerzbank Mobile App.
Based on the findings from seven quantitative and qualitative studies*, we also developed a working data-simulation which helped us to predict customers’ behavior.
Optimizing Commerzbanks mobile app
Optimizing Commerzbanks mobile app
In March 2020 and NEUGELB was restructured, Insights & Ideation team was founded, which I was asked to lead. In this role, I guided my team as well as other value streams in the strategic Vision-Mission-Strategy definition processes and coordinated research in the whole organization.
One of the biggest projects was, once again, the profiling of new “personas on steroids” for the main mobile banking product. In the huge banking organization, various personas or archetypes were used, lacking a common and systematic approach. We analysed our customers’ base through data segmentation, ran interviews focused on financial psychology and app usage, coordinated quantitative studies, and further data analysis to check the data. We made sure that our stakeholders know how to use personas and how to implement the findings into their work. Several workshops templates, ideation, co-creation templates were developed in order to ensure that the entire organization is enabled - multidisciplinary, across departments, to work with these outcomes, either in optimization of the app or in the development of new products.
For a good background check, make sure to speak to Holger - my great friend and one of my biggest critics.
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