PROJECT: PENN DESIGN CHALLENGE
Challenge: Redefine the way that underbanked consumers interact with their finances, specifically in the context of American Express's Serve product. As a team, we re-defined our challenge as "how can Serve be more engaging in generating awareness of its features?".
Process: The journey to arrive at this solution took place over three weeks and consisted of four phases:
- User Research: we went to retail stores located in South Philadelphia that sold Serve and asked shoppers to explain their financial and banking habits.
- Re-defining the challenge: Based on our research, we drew insights that allowed us to re-define the challenge in terms of awareness.
- Ideation: during a short sketch session, we individually ideated solutions and built upon each others concepts until we found an outcome we were happy with.
- Prototyping: after aligning on a solution, we made wireframes and a low-fidelity prototype to bring our idea to life.
Final Solution: A physical Serve kiosk with a digital interface in retail stores such as CVS and Dollar Tree that will: increase visibility, simplify the sign-up process, educate the user so that they choose the correct card, and allow for on-the-spot activation.
Results: Our team won first place in the challenge and later presented the winning solution to American Express at their headquarters in New York
Simulated Kiosk Placement in Store