Wish you were here! 500 Postcards and still we don’t have the full story

The Personal Banking portfolio at NAB is a complex set of technology platforms supporting more than 4.5 million customers. In order to maintain and improve the services provided to customers, there is a project underway to implement new technology and capability in these platforms.

The project has recognised the importance of retaining and satisfying customers and is looking to understand and align aspects of personal banking important to customers with developing and implementing new technology capability and services. The challenge for the customer experience team is to obtain a deep understanding of the customer experience in acquiring and using personal banking products in the face of many different products, long lifecycles and many different types of customers.

Because personal banking is by definition ‘personal’, not to mention private and sensitive, we developed a large scale cultural probe in the form of postcard packs to allow customers to take control of when and what they were prepared to tell us. Whilst we received almost 500 data points, the depth of the data was not as much as hoped. We needed to triangulate this data with in-depth interviews, home visits and in-branch observations to ‘get the full picture’ and understand peoples rationale, motivations and feelings.

This case study will combine UX and program management perspectives to answer questions around managing a large research study including making sense of more data that will fit on even a really, really big wall, effectively sharing the analysis work across a distributed team and keeping a poker face when somebody points the finger.

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