Old Mutual

We partnered with Old Mutual Finance to transform their personal loan application process. By taking a traditionally lengthy, in-branch procedure and converting it into a seamless digital experience, we not only enhanced user convenience but also created the digital framework for their first-ever loan product.

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The Challenge

Old Mutual Finance sought to transform its personal loan application process, which was traditionally a lengthy, in-branch procedure. The challenge was to enhance the product's visibility, simplify the application process, and encourage customer engagement through a seamless, end-to-end digital journey. The lack of a comprehensive digital onboarding process previously resulted in friction and long application times.

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Our Approach

Our methodology focused on a data-driven, iterative process to ensure the solution was aligned with both business objectives and customer needs.

• Understand & Define: We began by holding stakeholder roundtables and vision workshops to define key business objectives. We then conducted a thorough analysis of customer needs and behaviours through competitor and market assessments, developing detailed personas, user journey maps, and empathy maps to pinpoint user pain points and goals.
• Ideate & Prototype: We transformed our strategic insights into tangible concepts, developing a series of prototypes from low-to-high fidelity. These were iteratively refined based on continuous user testing and feedback to ensure the final product would be intuitive and effective.
• Deliver: We packaged the validated concepts into a comprehensive delivery plan, including a feasibility matrix, which outlined the key activities and responsibilities for a successful implementation.

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The Impact‍

Our work fundamentally transformed the personal loan experience for Old Mutual Finance, setting a new standard for their digital offerings.

• Digital Framework Created: We successfully created the digital onboarding framework for Old Mutual Finance’s first-ever personal loan product, moving the entire process from a physical to a digital environment.
• Enhanced User Experience: The transformation from a lengthy in-branch process to an efficient digital one significantly enhanced the user experience and increased brand affinity.

Our role was to lead the strategic design and development of an intuitive digital solution that not only streamlined a complex process but also established a new, modern direction for the client's financial products.

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Our comprehensive research helped a major Old Mutual subsidiary create an accessible savings and investment product for underserved sectors. By deeply understanding the financial habits and cultural factors of the target audience, we provided a rich foundation for product strategies and market positioning.

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The Challenge

Our client sought to create an impactful and accessible savings and investment product for sectors of the South African market that were not well-served by existing offerings. The core challenge was to move beyond conventional financial product design by deeply understanding the mental models, habits, blockers, and drivers influencing savings behaviour.

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Our Approach

Our methodology was a multi-faceted research study designed to provide a holistic understanding of the target audience.

• Comprehensive Research: We performed a literature review and a competitor analysis to identify market gaps. We then conducted in-depth interviews and focus groups with a representative sample to gain rich insights into savings and investment behavior. An online survey was used to validate and triangulate our qualitative findings.
• Design & Validation: We synthesised our research to develop key insights and strategic recommendations. We then engaged in affinity mapping, persona development, and concept ideation. To validate our ideas, we conducted in-person guerrilla testing of paper prototypes, crafting low-fidelity wireframes and brand concepts based on behavioural economics principles.

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The Impact

Our work provided the client with the strategic clarity needed to successfully launch a new, inclusive product.

• Rich Strategic Recommendations: Our client was highly impressed with our team's initiatives, strategic recommendations, and nuanced understanding of cultural and contextual factors, which were critical for effective product positioning and marketing.
• Nuanced Understanding: Our research provided a rich understanding of the target audience, their financial habits, and their trust in community-based financial systems, setting a strong foundation for future collaborations and a successful product launch.