Product Strategy and Design
Client: Dinero Express
Role: Creative Director
Year: 2016-2017
Project Duration: 16 weeks
THE ASK
As Mexico’s leading domestic remittance provider, Dinero Express is well known for their service in Elektra stores. They wanted to understand if they could translate their business from brick and mortar to digital.
WHAT WE DELIVERED
A product strategy that makes sense for the changing market and designs for the app and a responsive web experience.
BUILDING THE STRATEGY
After research with users, employees and corporate stakeholders we presented 3 separate approaches for how to create a digital service. We aligned upon a new service model aimed at a younger demographic that would more easily adopt digital financial behaviors and be more trusting of banking over all.
The Dinero Express app value proposition.
We created a design that was inherently social, with lots of feedback in terms of text and visual cues like skeuomorphic receipts that served to reassure users that their money is safe.
DESIGN CONTEXT
Mexico has one of the most underbanked populations in the world due to an extreme mistrust of financial institutions and low financial literacy. We knew that building trust in digital financial experiences would be difficult, and worked through details that would speak to the Mexican user. Cues in animation, screen design and messaging were critical components to building the digital experience.
First time users are guided through a simple sign up that explains the app and helps them quickly get registered and funded.
DESIGNING RESPONSIVE WEB
Once the android app screens were designed and being put into production, Dinero Express engaged us to continue the design effort with responsive web designs that could bridge the gap for users that didn’t want to or could not download to their mobile device.
For more information about this or any other case study on this site, please contact me at daniel.holtzman@gmail.com