Shaping a bank’s offer for people moving between countries

The question

A bank serving three markets had a proposition for the people who move between them: migrants, expatriates and travelers, each with banking to arrange in more than one country.

Choosing a bank is one of many jobs in a move, done at a busy and uncertain time. The bank’s team wanted to know whether its offer suited people at each stage, from planning to settling in, and how it compared with what other banks offered them.

Our approach

We heard from people at different points in a move, on their phones, so each stage reached us while it was still current.

They traced the decisions that felt hard and the ones that went well, and met the bank’s proposition beside two competitors’ offers, so it was judged the way someone comparing banks mid-move would judge it. Forums where people planning a move swap advice added the questions they ask one another.

What the team came away with

The bank’s team had a presentation and a written report on how its proposition could be revised, built from the experience of people living through a move.

Video from participants and a board game designed around the stages of a move put the customer’s side of the offer in a form colleagues far from the research could pick up.

With the evidence and the proposition side by side, the team could test any change to the offer against the moments people had described, from the first plans to settling in somewhere new, and see which stages of a move a change would reach.