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Enhancing activo banks app: Mvp strategy to elevate loyalty and financial product engagement
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This thesis presents a consultancy project for Portugal-based ActivoBank. The bank faces a
challenge where many customers use its services for basic banking activities but hesitate to
choose it for more significant, revenue-generating financial transactions. Despite a diverse
product range, the bank struggles to effectively engage customers in utilizing these offerings.
Therefore, the focus of this thesis lies on addressing customer hesitancy in choosing
ActivoBank for substantial financial transactions. The project aims to integrate solutions into
ActivoBank's mobile application, enhancing its appeal as a primary financial institution.
Employing comprehensive research and customer surveys, this thesis identifies four critical
touchpoints in the customer journey and develops a Minimum Viable Product. The latter aims
at boosting customer engagement with revenue-generating products. Touchpoints one and four
are individual contributions from other group members, excluding the testing Touchpoint two
is only lightly touched upon. In the third touchpoint, my individual work, users are segmented
into interest groups through a questionnaire and provided with a tailored Activo4U page. The
latter is individual work of another group member. Moreover, the thesis provides Activo Bank
with detailed implementation guidelines and additional suggestions for the application as well
as beyond the scope of the application to improve its position in the digital banking sector and
the lifetime value of its customers.
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Mvp Customer onboarding Customer retention Digital banking No code