I conducted a comprehensive review of the diverse financial apps and wallets available in the UK.

To gain a thorough understanding of how consumers interact with their financial products on a daily basis, I conducted a diary study involving 22 participants. This provided me with a clear perspective on their interactions and touchpoints with these products.

I moderated qualitative interviews to gain a more in-depth understanding of the interactions and touch points identified in their diary study.

Based on the gathered information, I developed three core behavioural archetypes as participants could not be grouped into the traditional segments of age, income and geography.

Each consumer was assigned a profile aligned with a behavioural archetype, encompassing their attitudes and behaviours related to trust in banks versus trust in wallets, openness to new technology, convenience versus security, and living in the moment versus preparing for the future. This analysis also highlighted their needs, desires, pain points, and sentiments, providing invaluable insights our client's future product roadmap and parameters.

To enhance discussions with client executives, I developed a distinct timeline for each archetype, illustrating the touch points with financial products and highlighting consumer opportunities and pain points.

Following the research, we compiled a series of considerations and recommendations to present to our clients as they focused on future product roadmaps.