YSK
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YSK
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Running for the bank

I helped AIA Insurance and CommBank ideate and validate an experience that connected physical and financial wellbeing, inspired by young Australians.

About

Who was at the party?

AIA Insurance (AIA) and the Commonwealth Bank (CBA) partnered with Bain ADAPT (ADAPT) to explore how financial and physical wellbeing could come together for young Australians.

Who are they?

AIA is a leading insurer focused on health and protection. CBA is Australia’s largest bank. Bain is a management consultancy firm with ADAPT its design-led practice.

What did I focus on?

I worked across design strategy, research, and facilitation to align AIA and CBA, define the product proposition, and validate it with young Australians.

PRODUCT

YSK (later Vitaility)

ROLE

Product Designer

MY Contribution

User research and testing

Facilitation

Focus groups

Stakeholder management

User experience design

Prototyping

Concept UI

TIME

6 wks | Jan 2019

Damian Stephenson

Partner

Toby - Senior

Tom Holt - Lead

Designers

Diego Verastegui

Chai Ng

Consultants

Problem

AIA and CBA both wanted to engage younger Australians, but from different angles. AIA led with a rewards based system focused on reducing premiums (and their own costs) by keeping us fit. For CBA this was newer ground but they indicated enthusiasm, a good start!

The task was creating one experience that combined features that would resonate with consumers and the two businesses, in 6 weeks.

Goals

Alignment

Align two large enterprises around a shared customer vision.

1

Alignment

Align two large enterprises around a shared customer vision.

1

Ideate and validate

Define and test a proposition young Australians actually cared about.

2

Ideate and validate

Define and test a proposition young Australians actually cared about.

2

Represent

Use the work to establish Bain Adapt’s design-led approach locally.

3

Represent

Use the work to establish Bain Adapt’s design-led approach locally.

3

Process snapshot

Emerging feature set

We worked to create a feature set and conceptualised designs

Onboarding & Goals

For first time users a short, interactive onboarding tailors the experience and goals to their wellbeing aspirations. Enough health and financial wellbeing goals to ensure there issomething for everyone from Investing to Mental health.



Tracking & coaching

Once your goals are set, keep on track with engaging visualisations of your progress, milestones, streaks and more. Helpful, timely notifications and tips to keep you on track to hit your goals.



Rewards and benefits

Explore everything the program has to offer with rewards and benefits that are tailored to your level of activity.

Onboarding & Goals

For first time users a short, interactive onboarding tailors the experience and goals to their wellbeing aspirations. Enough health and financial wellbeing goals to ensure there issomething for everyone from Investing to Mental health.



Tracking & coaching

Once your goals are set, keep on track with engaging visualisations of your progress, milestones, streaks and more. Helpful, timely notifications and tips to keep you on track to hit your goals.



Rewards and benefits

Explore everything the program has to offer with rewards and benefits that are tailored to your level of activity.

Outcome

YSK validated a clear opportunity for a wellbeing-led financial product for young Australians

  • AIA and CBA aligned on shared audience and product strategy.

  • A validated proposition combining health, rewards, and money management.

  • Bain Adapt established as a trusted design partner in Australia.

The work stopped at concept, but I like to think that it helped both teams see what was possible. Internally the adapt team was asked to deploy in 13 more engagements that year.

Dear Oliver,

I hope you're doing well! I wanted to share my excitement about creating websites with Framer's intuitive no-code platform.

Let's explore it together!Looking forward to discussing more about our design adventures!

Thanks so much for the push for this extremely important client. Materials are great and Candice (key stakeholder) is very happy

Damian Stephenson
Partner @ Bain

“I was super impressed by what I saw from the ADAPT team on Friday. Really great stuff”
 
Damien Mu
CEO of AIA

“I would be wary at first but I think the idea of being rewarded for financial wellbeing sounds fantastic”

- Customer

Dear Oliver,

I hope you're doing well! I wanted to share my excitement about creating websites with Framer's intuitive no-code platform.

Let's explore it together!Looking forward to discussing more about our design adventures!

Thanks so much for the push for this extremely important client. Materials are great and Candice (key stakeholder) is very happy

Damian Stephenson
Partner @ Bain

“I was super impressed by what I saw from the ADAPT team on Friday. Really great stuff”
 
Damien Mu
CEO of AIA

“I would be wary at first but I think the idea of being rewarded for financial wellbeing sounds fantastic”

- Customer

Personal learnings

Multi-stakeholder was a tough but rewarding challenge, requiring new tactics - notably during the ideation workshop after noticing some clumping of seniority during a break I shuffled everyone up and saw improvements from all corner in terms of engagement!


Like much of the work I did while at Bain, learning to let go is vital to success.

A more in depth process walkthrough can be arranged via hello@tobys.design