In 2019, we witnessed the explosion of fintechs, with different players seeking their share of the market, often promising what their competitors already deliver, bringing little differentiation and value to their business.<\/p>\n
In the "payment methods" segment, there is a major transformation underway, with various brands emerging and consolidating around the globe, according to the characteristics and needs of each community. With specific solutions to solve specific problems, fintechs are gaining market share in the gap left by large players, often constrained by tradition and bureaucracy.<\/p>\n
American brands like Apple Pay may be better known, but there are significant players in countries like China, Kenya, and India. In Brazil, we went from 88 fintechs in 2015 to 529, according to the Fintechlab Radar, from June 2019. Of these, 151 are payment processing fintechs.<\/p>\n
This changes the market dynamics, revealing a complex scenario with poorly defined barriers.<\/p>\n
In this scenario, technology is merely a means to transform lives, as it is people, and their needs, that dictate the game. And the challenges of adapting to this scenario are many: Difficulty in keeping up with the pace of change in mindset, market, and world; having more clarity about who their real consumers are and communicating the Value Proposition and brand differentiators assertively.<\/strong>.<\/p>\n Purpose is the talent that only you possess, which can be used to create a positive impact on the world.<\/p>\n The experience, in turn, places the user at the center and meets their real needs, making the brand recognized for its differentiators and value proposition. In everyday life, it fits into the user's routine, becoming what they need at the moment the need arises.<\/p>\n So how do we align Purpose and experience in this context, offering better deals and access to the consumer, while simultaneously generating intelligence, financial control, and a relevant experience for the brand's different audiences?<\/p>\n To build all of this, among the tools we use, we focus on understanding the Current Journey and building the Ideal Journey. In this work, we have the client, who is the main character of the journey; it is from their point of view that it happens. Here, this client is represented by the persona \u2013 a way to symbolize the group of clients and create empathy with them. The journey also has phases, that is, the macro-stages of the experience, which can be consideration, purchase, etc. The deliverable itself is the journey map, which serves to give visibility to an existing experience and\/or to help in the creation of a new experience.<\/p>\n With our clients, in co-creation sessions, we create the current journey, which reflects the customer journey today, and the ideal journey, which represents the target, that is, how the customer experience should be when strategy and the real world meet. While in the first, the objective is to increase understanding of pain points and opportunities for improvement, in the second, we make the experience strategy tangible and align it among the team.<\/p>\n The main point of the journey map is to reflect on the user's emotional journey, understanding the experience from their point of view, always asking ourselves what they do, feel, or think. Thus, we evaluate and prioritize key points of the experience, identifying moments that matter to the user and the brand. Next, we explore needs, seeking to understand them in depth to finally arrive at insights that will help us design new experiences, innovating to influence attitudes and change behaviors.<\/p>\n In today's world, we always need to start from certain premises.Nobody has much time to reflect objectively and rationally on which is the best brand in a given segment; nobody is that unique.,\u00a0<\/strong>Because for every product or service, there are several brands competing for the consumer's attention and, ultimately, Your user's loyalty is directly proportional to how you make them feel while they are using what you offer.<\/strong>.<\/p>\n You've probably heard Marty Neumeier's famous quote: "A brand isn't what you say it is, but what people say about it." In practice, this means that a beautiful logo that works well digitally, a proprietary visual and verbal universe, and a differentiated communication positioning aren't enough if the user doesn't recognize these properties in their daily life. Therefore, design also focuses on the strategy, the journey, the experience, and the interfaces through which the user will interact with your brand.<\/p>\n More than a function, design is a method: hence design thinking. As a methodology, the double diamond (the main mental model of this philosophy) proposes:<\/p>\n How can "thinking through design" help us create differentiation in an overpopulated market with brands constantly emerging and screaming for consumer attention?<\/p>\n The challenge is set. And one of the solutions lies precisely in the alignment between purpose and experience, as the key that will ensure the brand delivers real value to its users.<\/p>","protected":false},"excerpt":{"rendered":" In 2019, we witnessed the explosion of fintechs, with different players seeking their share of the market, often promising what their competitors already deliver, bringing little differentiation and value to their business.<\/p>","protected":false},"author":2,"featured_media":6189,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[109,86,110],"class_list":["post-6184","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-artigos","tag-design-de-experiencia","tag-experiencia","tag-fintech"],"_links":{"self":[{"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/posts\/6184","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/comments?post=6184"}],"version-history":[{"count":1,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/posts\/6184\/revisions"}],"predecessor-version":[{"id":14878,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/posts\/6184\/revisions\/14878"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/media\/6189"}],"wp:attachment":[{"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/media?parent=6184"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/categories?post=6184"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/tags?post=6184"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}This is where the alignment between purpose and experience comes into play.<\/h3>\n
It all starts with method.<\/h3>\n
Thinking through design<\/h3>\n
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