Under the brand name ‘Wealth Tiger,’ I had to design a financial planning service for ShareKhan for the mass market segment served through Independent Financial Advisors (IFA).
The project involved studying the financial planning market scenario, identifying opportunities through customer insights and designing a financial service model which catered to the mass market. Finally, it addressed the communication strategies required for putting the service into operation.
Processes involved in design research were systems thinking, which included identifying all the elements involved in financial planning system, determining the relationships and the hierarchy; primary and secondary design research on all these elements; and Zaltman Metaphor Elicitation Technique (ZMET) to fine tune these insights.
My project resulted in a holistic, unbiased financial planning service which included all investment vehicles and insurance in one basket. It was designed to be offered at the doorstep of first time customers with a feasible revenue model. It also concluded in identifying the right campaign thread and converting it into web media, brochures and print media. Campaigns were designed to recruit independent financial advisors and to brand the ‘Wealth Tiger’ service for investors.
My role in this project was focused on doing the design research to come out with strategic inputs on creating a new service and campaign ideas for branding. Investment products and communication business were new subjects for me and it was a good learning experience. Systems thinking approach helped me and the client to focus on core insights without losing the context. Coming out with a campaign thread and picking up the right creatives from the galaxy of ideas was a huge challenge. This project has the scope of making India a nation of investors and accumulators to propel economic growth and fight inflation in the nation.
