02 // Problem Statement and Synthesis

Problem Statement

The mass affluent and emerging affluent market segments own 37% of America’s liquid assets but lack consumer confidence.

The financial needs of these valuable market segments are not well served by the financial services industry.

Synthesis

As lead UX/UI designer on the project, I was introduced to the product team post-research and pre-synthesis. While not a direct contributor to the project research, I was able to study the research material and artifacts, and then actively participate in the synthesis phase. I successfully lead the team in grouping similar user behaviors in order to create three personas representing three adult life stages with age- and career-appropriate financial needs for the mass affluent and emerging affluent market segments. These composite customers were easier for the team to empathize with and solve for.