The first question asked by a startup presenting the product on the target audience: whose life will be better thanks to a new app for those who created the service. “For all” is a bad answer.
Good teams trained to focus on one-three segments, and to think primarily about the interests of these groups. Revolut, for example, was created for travelers. Non-users — those who have barriers and limitations in the use of the services is always on the periphery of attention. “We’ll think about them tomorrow.”
But if not to delay problems excluded audiences the next day, it turns out unexpected. Solving the problem of inappropriate group, you can make much easier the life of the majority and to universal a competitive advantage. A good illustration of voice interfaces. They are intended to help people with disabilities, but were in great demand by a broad audience. This approach to the design of products is called inclusive design.
Adolescents belong to non-targeted audience — they rarely fall into the focus of banks and finehow: the same “kids cards” are created with an eye on parents who need to control the expenses of the offspring. Teens, meanwhile, get money (pocket money, presents) and spend them not only in the usual stores, but also on new platforms for new types of products. A team of investment of the company Digital Horizon conducted an open banking platform APIBank working session on inclusive design to look at the user pain of the younger generation.
The session showed that the most inconvenience in the life of adolescents is associated with digital micropayments, unscrupulous marketing, selection and delivery of goods, as well as non-developed financial culture. A closer examination reveals that pain adolescents is relevant for parents and grandparents — just an adult with these situations easier to handle.
Digital micropayments. Teenagers buy the game, buy something inside the app, pay for the stickers, the content of the subscription. Small purchases in a single click easy, but it’s hard to think about, to cancel, to challenge, to bring “change”.
Unscrupulous marketing. Cheap products that recommend influencer, break the resistance of adolescents. They are powerless before the manipulations of online shops and applications with thinly veiled terms, a simulation of the limited demand, klimatom.
Selection and delivery of goods. Children — convenient for buyers and less sophisticated online sellers. Because of the impulsiveness and impatience it is difficult to assess the quality of the product and the benefits of the transactions, choose the appropriate shipping method. Often they get not, not timely, or did not receive the goods. Besides, Teens don’t have a habit to complain and to seek compensation for incorrect services rendered.
The lack of financial culture. Intelligently allocate pocket money for a week or month — a very difficult task for a teenager. Later, in the early period most of the amount on Steam (global gaming platform), and then sit without money — a common practice.
If you ask Teens about their problems with the savings Bank, alpha Bank or “TCS”, they will surely answer: “no problem”. But they have problems with retailers, gaming platforms and social networks. And Teens looking for help and protection, an honest broker. As it turned out, the solution of their problems lies at the intersection of data, algorithms and the banking license.
Automating returns and claims. Applications and online stores write off the excess, send the goods of improper quality or not on time. Users often do not complain because the amount is not worth the effort. But when this communication is automated, microprecision appears in the financial sense. Example — a solution from the French company Shift Technology, which uses artificial intelligence automatiseret claims processing for insurance companies
Protection from above marketers. Clever marketers come up with complicated manipulative schemes, so buyers pay more and buy unnecessary items. Researchers from Princeton University provide 15 types of “black schemes”, which, according to them, used by 11% of study sites. Algorithms can detect patterns and alert consumers, freeing from torment on the topic of “to buy or not to buy”.
Risk-free shopping. After payment online can happen all kinds of trouble. Shipping will be delayed for a week, the courier will not understand or agree with simple instructions, unpacked the goods will be inappropriate or not what was ordered. In fact, many of these non-Bank problems can be solved with money. Work here financing solutions for online shopping: factoring and insurance. This solution offers, for example, Klarna: online shop receives a payment at purchase, and the buyer pays for the goods upon receipt. In case of return the customer receives money on the card after your return, while Klarna is waiting for them from the seller.
Data-driven bargaining. Buyers of digital products they want to spend less. Sellers want to sell for the maximum price you are willing to pay the buyer, but at any price greater than zero benefit. There is a class of solutions related to dynamic pricing, based on data about user behavior and pricing data provider of a digital product. The idea is that the algorithms found optimal for both parties price. Such solutions are, for example, in the travel business, where on the basis of data about competitors and the demand of the hotels offered recommended price for the room. Similarly, banks will be able to recommend prices for digital products: games and in-app purchases, the content of the application.
Behavioral banking. Russian banks are significantly ahead of European peers: the major players in the application long been a structuring costs, tools for savings. The next step could be help in improving financial habits for irrational users (that is, approximately for all). Through data analysis, automated translation, placing limits and effective visualization you can learn not to waste, to make savings and to soberly assess their financial capabilities. For example, the recently announced card Apple changes color depending on the distribution of spending on different categories. In addition, now creative apps link Bank transfers with the formation of healthy habits: for example, “fine” for the use of the social networks of those who decided to arrange a digital detox.
The new generation of the company’s unbelievable requests, mentally prepared to go to the head. But the fact is that the needs of young people is simple — transparency and security of transactions, assistance in the preservation of resources, and the Bank has the tools to “answer” them. Just if before the financial institutions were doing it offline, now need to adapt products to the changing digital environment, where the retailer is the marketplace of games, and ammunition for the hero Fortnite.
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