Room 3 | 9:40 am - 10:10 am | Wednesday, October 12, 2022
The client, Softlogic Finance, is part of a diversified conglomerate with the vision to set new standards across the industries it operates in. In line with this vision, Softlogic Finance wished to relaunch its business with the intention of disrupting the status quo in the financial services industry.
The financial services industry in Sri Lanka is largely undifferentiated. There are many “me-too” players offering similar product offerings. Many non-banking financial institutions are struggling to survive in this environment. To disrupt the industry and differentiate it was important to elevate the offering beyond functional benefits and connect with the customer at an emotional level.
Through our design thinking process, we collaborated with the client and outside experts to uncover deep life insights, financial pain points and identified opportunities for the client to play a meaningful role in the lives of the customer. We used storytelling to paint a portrait of the richness, depth and nuances of the consumer’s life and to identify intervention points for Softlogic Finance to deeply impact their lives.
Using storytelling enabled us to successfully shift the mindset of Softlogic’s finance team, which was accustomed to dealing with numbers, to a mindset of embodied understanding. It created space for innovation based on life insights as opposed to market–led innovation.
This work resulted in a new brand identity for Softlogic Finance in which they now differentiate themselves from the rest of the competition by solving problems that have deep life relevance for the consumer.
We’ll take a lighthearted look at some personas of the people we meet when we are reading out on our research projects. These are the people who consume our research…and [...]
Researchers have gotten very accustomed to writing questionnaires as if they were Charlies Dickens or Jane Austen. But who writes like that? Who talks like that? And how is alienating [...]
What happens when you have so many great messages that you need to make some decisions on which ones to use, with which audience and at which point in their [...]