ORGANISATION

Banco Santander Brazil, financial institution providing full services and part of the Santander Group.

CHALLENGE

To improve the experience for users in its various formats and channels for young people in the population in order to make it more user friendly and intuitive, in other words, so that Banco Santander Brasil is viewed as more in tune to this large target audience segment.

IMPROBABLE COLLABORATOR

PKMN, group of architects based in Madrid using architectural tools to tackle such concepts as, among others, city, identity, marketing and communication.

PRESENTED PROJECT

Projeto Embaixadores: Educational & Emotional Money.

PROCESS

The co-research stage involved the participation of the Brand and Marketing, Customer Service and Relation Channels Departments (with special attention to the Call Centre) to address the bank’s challenge regarding the educational and emotional value of money.

The project was completed in 4 stages:

Stage 1: Various working sessions were conducted in both small and larger groups to analyse the state of the financial institution in relation to the challenge and to generate ideas.

Stage 2: After filtering these ideas and priorities, some prototypes were imagined and defined as to what an “ (Santander Ambassador) should be like, a concept (more than a place) referring to how the bank addresses the needs and aspirations of the project’s target audience. The work focused on three concepts: Trust, Knowledge and Connectivity.

Stage 3: OpenLabs with Embaixadores (bank staff who match the same profile as the project’s target audience users). The proposals were compared in the OpenLabs and a “Decalogue of Santander People” was created, focusing on how those working in Banco Santander Brasil think the bank should be like when considering users whose profiles are similar to them. Possible services and/or actions to address the challenge were also noted in the OpenLabs.

Stage 4: Proposals were made of tools to work with this target audience, the internal skills required for this and the strategies to form communities. All these were checked by the multi-departmental team involved in the project.

RESULT

Tools to work with this target audience, the internal skills required for this and the strategies to form communities.