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frog-Cap-Invent-logo

global

france

Inventing Tomorrow's Bank Through Innovation

Powering up a dedicated in-house innovation and acceleration center

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Inventing tomorrow's bank

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New forms of work contracts have emerged, such as "task-based" contracts, facilitated in particular by platforms like Uber or Deliveroo. The BNP Paribas innovation team wanted to better understand this target clientele to be able to imagine the new products or services it could develop for this type of worker. To get to know this growing trend, the two teams from DITA and frog created a series of personas and analyzed the factors driving the emergence of this trend. This process also included interviews with Uber employees, and the study of competitors from BNP Paribas and other brands. Together, these studies provided a picture of the potential impact of the gig economy, and were followed up by a sprint to develop a relevant strategy.

Exploring the gig economy

New face of work

Chatbots are everywhere, present on virtually every site. BNP Paribas already had its own chat solution, but wanted to improve its performance. They wanted a clear strategy and a new solution, in line with the customer journey and qualitative user experience it was keen to offer. The timing was right for this, as it coincided with the emergence of technologies such as ChatGPT, whose potential in this area is immense. Stakeholders built a nine-week sprint program and imagined several scenarios; eight of these potential ideas were further analyzed: their viability, desirability and feasibility. Finally, prototypes were co-constructed by all stakeholders, providing BNP Paribas with a complete strategy and a set of potential options.

Elevating the use of bots

Streamlining services

In a competitive context where banking and non-banking players are launching their own cashback programs, BNP Paribas wanted to develop its own program, with the aim of attracting and retaining its customers as well as providing them with added value, enabling them to micro-save and treat themselves. The DITA innovation team and frog defined a strategy for the program, designed the customer journeys, built the MVP and tested the solution with BNP Paribas employees. In just 10 months, the Mes Extras program was launched on the market, and now offers automatic discounts from privileged partners to over 280,000 customers.

Launching a cashback program

User perks

Project highlights

Three avenues of exploration

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Personal Finance One Text at a Time - Charlie

Rebranding Human-Centered Banking

A revamped brand strategy for Konfío, Mexico’s fourth ever unicorn

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Konfío + frog

Voices, colors, elements and shapes converge, creating a connection drawn from the shared entrepreneurial journey between both Konfío and Mexican entrepreneurs.

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Coloring outside the lines with Konfío's playful squiggle

This journey is not a straight line...

During its incredible growth period, Konfío had acquired companies with tangential services—but a result was disparate visuals, disconnected offerings and overly-technical messaging. The challenge was to find a way to untangle the communication chaos to convey the true sense of Konfío as a holistic financial ecosystem with interconnected services. 

Communication chaos

Challenge

To understand strategic priorities, root challenges, strengths, weaknesses and opportunity areas to be explored, frog conducted a design research phrase, interviewing executives, employees and SMEs. From there, the team began developing a new brand persona and platform, crafting value propositions and designing a monolithic brand architecture. 

Illuminating value

Solution 

The rebrand cuts through complexity to bring Konfío’s raison d'être to the fore: approachability. By celebrating the growth stories of its clients, the new strategy positions Konfío as a companion who can speak as an empowering equal to its audience. Voice, colors and shapes convey a sense of interrelatedness, derived from the shared entrepreneurial journey between Konfío and SMEs. 

Approachability at the core

Outcomes

Brand design & purpose strategy

A balancing act

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The prizes and praise that this rebrand has received is reflective of the intuitive, human-centered design Konfío and frog have achieved.

finance

Finance

Branding the Bank That’s Not a Bank

Transcending the Telco Op Model

Creating a Loyalty Program to Deepen Customer Relationships and Drive Cross-sell

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The Challenge
Over the course of the past 40 years, Mashreq has been a pace-setter in Middle East banking—growing to its current position as the largest bank in UAE and leading the sector with progressive initiatives like mobile banking. In 2008, the bank conducted a study to identify new growth vectors and discovered it could generate US $400MM within five years by increasing its cross-sell ratio from 1.5 to 3.0. To help abet its ambition, we were engaged by Mashreq to create a single currency loyalty program that would cut across all products and services offered by the bank and unlock the commercial potential associated with cross-sell.

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The Key Insight
Consumers tended to diversify among banks as a result of the structural barriers created by banks that eliminated incentives for consolidation. The loyalty program was defined around a central tenet of human loyalty: the greater the investment in a relationship, the greater the expected return. We transformed the business model behind bank customer loyalty, so that a customer adding a new Mashreq product would not only get attractive terms on the new product, but would immediately get improved the terms on all the products they already had. To help Mashreq establish the type of relationship that would compel Mass-Affluent consumers to join the bank, and then motivate them to buy multiple products, our team created a program that would break the walls between the bank’s divisions, while matching their requirement for share of wallet with an equally powerful share of heart.

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The Outcome
We created a loyalty program called Salaam where everything a customer did with the bank made everything that came before it better. The program had two complimentary elements, Salaam Mosaic and Salaam Rewards. Salaam Rewards is a customized rewards program that provides customers with benefits based on their own tastes, interests and passions. Salaam Mosaic transformed the business model behind bank customer loyalty, so that a customer adding a new Mashreq product would not only get attractive terms on the new product, but would immediately get improved the terms on all the products they already had. All powered by a first-of-its-kind algorithm allowing the terms of any product the bank offers to be reset in real time on the branch floor, based on instantaneous calculation of lifetime customer profitability. Mosaic powered the bank to overshoot its revenue targets by 35% when Mosaic went live. Additionally, the program has shown the ability to attract Mass-Affluent consumers and to increase profitability per customer by between 33-45%.

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“The program exceeded our expectations,revenue per customer increased by 28% in the first 90 days through cross-sell and up-sell.”

Designing New Products to Drive Growth with New Consumers

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The Challenge
Prudential has become a household name by providing life insurance for over 140 years.
However, the Millennial demographic feels less urgency to purchase life insurance than their parents and grandparents did, and yet Millennials are the life insurance premium payers of tomorrow. So how do we put life insurance within reach of these under and uninsured consumers today? And most importantly, how do we do so in a way that does not interfere with existing channels, namely the crucial network of insurance agents and advisors?
Prudential asked us to help answer these questions by creating entirely new life insurance products that appeal to these digital natives and early adopters ages 22-45.

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The Key Insight
To help Prudential connect with this important consumer segment, we defined a strategy that leveraged the company’s unique positioning to be present in consumers’ lives for the defining events when insurance matters most.
We underwent a phase of testing and learning through rapid prototyping to assess the business model and product experience. Using these learnings, we developed a portfolio of digitally-native products that modernized old life insurance products and services by making them more relevant, optimistic and flexible in response to the changing shape of American families and lifestyles.

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The Solution
With a defined strategy and a portfolio of products to choose from, Prudential moved forward with two products to advance to initial proof of concepts. The first product focused on connecting with consumers as they develop new dependent relationships. The concept empowered friends and family to be able to gift life insurance to new parents through popular third-party baby registries.
The second concept was a shared insurance product geared toward modern interdependent families. Designed to be introduced in moments when partners or siblings gain a new responsibility, the second product was especially pertinent when getting a mortgage, launching a small business or taking over care of an aging parent.
Our initial proof of concept tested well with consumers and is currently being considered for further validation and implementation work, as well as back-end integration into Prudential’s existing technology and operational systems.

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We defined a strategy that leveraged the company’s unique positioning to be present in consumers’ lives for the defining events when insurance matters most.

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Founded in 2018, Wise is a digital-first banking and payment service for the modern small business. They’ve accomplished what others are still attempting—bridging the gap between the modern business’s financial ecosystem and the banking system.
Embedded into customers’ existing business ecosystems, Wise brings transparency, ease, fast cash flow and anticipatory services to help businesses grow. But what they were missing was conveying that experience, and the mission and values that drive it, throughout their brand.

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Opportunity 
Fintech startup, Wise, were poised to disrupt the business banking industry—but needed to quickly establish a strong brand identity.
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Outcome 
A fresh brand identity that acknowledges its role in the business financial ecosystem while reflecting its unique value and experience. Brand guidelines which connect values to experience, ensuring consistency in creative expressions, from logo use to marketing executions.

Building a brand strategy
Wise had recently entered the market with basic brand work in place. They were going public soon with a large announcement, but in studying the recent successes of other startups, they saw that those companies all had something in common: they already had strong branding at their foundation, even as new organizations.

"The team was incredibly invested in capturing what it means to be Wise."

We synced immediately with the Wise team, and not only because of how quickly we work. We also shared the belief that a brand is built from the inside out—through how others experience it. And Wise also appreciated the way we link strategy, visual design and service design.
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Starting from the values
In our first workshop we worked with the Wise team to identify the most important aspects of the brand: forming a persona for designers to bring to life. While the Wise team came into the project with values in hand, we helped them to see how those values could be communicated to their clients.

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Design Principles was a critical deliverable from the strategy work. Along with the rest of the brand guidelines, it not only ensured a consistent brand experience, but created a common language and objective approach to discussing what was Wise and what was not.

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Building an identity through the logo
The conceptual roots of Wise’s visual design were the many rough sketches of logos participants drew in the second workshop. It was one of several exercises designed to transition the brand from something abstract and conceptual to something tangible and alive. A structured and guided approach to the design process helped the client recognize where their feedback should and shouldn’t focus on during these review sessions.
And by referencing the brand strategy they co-created, the Wise team was able to evaluate work through an objective lens rather than fall back on personal preferences and values.

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Unleashing the visual identity
The new Wise logo became, literally, the basis for the entire visual identity. Its design references the product as a modular system embedded in a greater business financial ecosystem, so its shapes act as building blocks for unlimited creative applications. Its color palette both placed the brand within its market and gave it a distinctiveness reflective of its disruptive experience and value.
Wise brand guidelines documented proper usage of both visual components and written communication, and included multiple examples of marketing and brand collateral from which to draw both guidance and inspiration.

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Leveraging the brand immediately
The Wise team, thoughtful and focused throughout the work, wasted no time in taking their new brand out into the world, referencing their new strategy and brand guidelines to produce creative work for social media and editing communications.

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"It was amazing to work with an agency that knows how to act on feedback and truly fulfill our brand's vision."

We hope to continue our collaboration, leveraging our brand guidelines and expertise in service design to hone the overall brand experience, including the product.

Press
TechCrunch, April 29, 2020: <a href="https://techcrunch.com/2020/04/29/wise-locks-down-5-7-million-to-scale-its-challenger-bank-designed-for-small-businesses/" target="_blank" rel="noopener">Wise locks down $5.7 million to scale its challenger bank designed for small businesse</a>

Insuring a Better Customer Experience

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“What is the role of insurance in an individual’s everyday life? frog worked with AXA Italy to introduce mobile services that are relevant, valuable, and easy to access, through conversational interfaces, streamlined workflows and innovative features. Together we brought to life a new way to approach insurance.”

Reinventing the customer experience in insurance is a key step in the transition from insurance provider to partner. To address the challenge, AXA Italy approached frog. Together we articulated the foundational customer experience concept and technology platforms to design, develop and launch My AXA, which offers new innovative and efficient services.

My AXA guides a user through otherwise time-consuming or stressful tasks, such as reporting an accident or locating roadside assistance in real-time. In doing so, it simplifies administration to allow AXA customers to focus on what is most important.

Interaction over Administration

My AXA uses a conversational user interface (UI) to simplify access to insurance information and functionalities, replacing jargon with clear language. The result is a more human, yet digital experience that improves transparency and helps win customer trust.

A Conversational Interface

frog exercised our technology expertise to implement an end-to-end future proof solution: iOS and Android native apps built with modern languages and frameworks (Swift 4, Kotlin, GraphQL) for optimal UX, and a cloud-native, API-first backend with a microservices architecture, deployed to AWS and Openshift with a complete DevOps toolchain.

Innovating with Technology

AXA Italy and frog collaborated closely from concept through design and development. Throughout the program, frog facilitated a lean development process, applying its expertise in Agile and SCRUM to get My AXA to market in just six months.

Agile Collaboration

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frog establishes the design and technology foundation for MyAXA, beginning the agile process and conducting preliminary concept testing with users.




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