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SICREDI SERRANA
Service Design of a Data-Driven Relationship
2020
PORTO ALEGRE - BR
A digital solution designed to recommend personalized financial products based on the development of a predictive algorithm, implemented through a set of Personas. The solution achieved over 90% accuracy in matching financial products to the profiles of the credit union’s associates.
• design research • service design • digital solution
• behavior technology
Consulting: Estúdio Nômade
My role: Strategic Designer
🏆 Award – Bronze in the Service Design category at the Brasil Design Award 2020.
Problem
Sicredi Serrana, a Brazilian credit union, is dedicated to providing personalized services to its associates. However, to offer products that meet the unique needs of each associate, the credit union required a data-driven approach to better understand their customer profiles. The goal was to create a human-centered data science solution that would support business growth and ensure value delivery through an accurate and personalized business relationship.
Process
One of the main challenges faced by the credit union was its outdated customer segmentation strategy. We devised a new approach to create a more effective segmentation based on Personas.
1) We began with an exploratory data analysis, applying discriminant analysis methods to understand key descriptive aspects of the membership database.
2) Through ethnographic and qualitative research (1:1 interviews), we gained an in-depth understanding of who the different associates were, their histories, their life contexts, and how these factors influenced their relationship with the credit union.
3) A quantitative survey was conducted to gather the data needed to form the personas, which was not available in the cooperative’s official database.
4) The translation of these data into insights made possible the creation of a new algorithm.
🧑🤝🧑 2 months & 150+ interviews with associates in 10 cities 📍 The in-depth conversations, resulted in the creation of ￫ 14 personas
📍 Quantitative research with 1,000 associates
🏹 1,000 associates surveyed – providing data to validate the personas and guide the algorithm.
3 Design Sprints – held with Sicredi’s team to ideate the implementation of the solution.
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