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Storylanding about Customer Experience Research
A project for NDA bank
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To select the most effective solutions for the task, we discussed several reference projects with the client.
One of these was a McKinsey report where the narrative is seamlessly combined with statistical data.
The NDA sent us the research data in a large Excel spreadsheet with a dozen tabs for different products. In addition, we received the survey results of the target group — another 15 pages of text.
In order to present all this information in a clear and simple way, we used the theory of generations. This allowed us to group all NDA clients into 4 age groups. On the main page we briefly described the characteristics of all 4 generations, and below we added links for detailed research
on eachof them.
We illustrated the NDA’s multi-million client base through 7 characters from different generations. All the characters in the storylanding are members of the same family. There are people of all ages in the family, which is universal enough to be clear to any reader.
We simulated typical situations in which people use the bank’s products together with the client. We then created scripts for the characters based on those situations. We also tried to create scripts as close to reality as possible. This allows bank managers to understand how customer experience is formed, as well as what is important for their customers and why.
We used interactive elements — graphs, charts, switches, pop-up windows — to make it interesting for the reader to study the project and easily take in the large amount of data on offer.
NDA chose to go with “easygoing folks": simple outlines,
cute faces and fashionable details in the form of jewelry, accessories and stylish hairstyles. The client wanted to remain within the brand identity in terms of the color scheme, so the project was made in NDA’s traditional
deep and light blue hues.
