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Protección | Finance

Human-centered Solutions

In the face of imminent digital transformation, understanding evolving customer behaviors has become crucial. The COVID-19 pandemic accelerated changes in how clients interact with services, creating new dynamics that needed to be addressed. Our client, Protección, a pension fund company in Colombia, sought to design strategies that effectively meet client needs in this transformed landscape.

We identified a critical need to understand how lifestyle changes and digital interactions influenced client behavior. The challenge was to develop new strategies tailored to these evolving needs. By analyzing new client behaviors and aligning them with the company's existing archetypes, we uncovered four distinct client clusters.

Our approach combined qualitative and quantitative research methods:

Group Sessions and Participant Observation: We gathered insights into clients' lifestyles, digital engagement, and channel usage.
Quantitative Data Analysis: We examined the extent and nature of digital channel use in clients' daily lives.
Cluster Analysis: We mapped the new client groups against existing archetypes and defined four new clusters.

Our UX research and service design team developed an analytical model integrating both qualitative and quantitative data to provide a comprehensive understanding of client interactions with Protección’s channels, products, and services.

The project delivered a robust data-driven model that provided detailed insights into client behavior across different service channels. This model enabled Protección to adapt its strategies, enhancing engagement and meeting the evolving needs of clients. The integration of qualitative and quantitative data facilitated a more nuanced understanding of client preferences, leading to improved service delivery and strategic alignment.

A mix of qualitative and quantitative research improved customer experience across digital channels.