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Elevating Activobank´s app: prototype development for enhanced loyalty & 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. For the first touchpoint,
we introduce an enhanced login page to engage users right from the start. In the third touchpoint,
users are segmented into interest groups through a questionnaire and provided with a tailored
Activo4U page, while the fourth touchpoint features a personalized AI-powered
recommendation system. Moreover, the thesis provides ActivoBank 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.
Descrição
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Digital banking Product development Low-code Customer engagement Onboarding process Personalized product recommendation