Caixa Econômica Federal
Product Discovery, User Experience, User Interface
Caixa Econômica Federal, also referred to as Caixa or CEF, is a federal brazilian bank headquartered in the nation's capital, Brasília. It is the largest 100% government-owned financial institution in Latin America. Founded in January 12, 1861, it had a revenue of USD 12.5 billion.
The Working Time Guarantee Fund (Fundo de Garantia por Tempo de Serviço ou FGTS in portuguese) was created aiming to protect workers dismissed without justification from a company by opening an account linked to the employment contract.
At the beginning of each month, employers deposit in the accounts opened in the Caixa, on behalf of employees, the amount corresponding to around 8% of the salary of each employee.
The FGTS consists of the total of these monthly deposits and the amounts belong to the employees who, in some situations, can dispose of the total deposited in their names.
I was appointed by Concrete to help the FGTS Squad at Caixa to find customers opinion, a solution to their problems and help building it. My role included interviewing clients, facilitating a Design Sprint, creating a product backlog and introduce Continuous Interviewing as part of their Sprints, since the Squad worked under SCRUM framework.
Caixa is one of the last banks to be included in the digital world, having big part of its services solved in the agency. After a business analysis made by BCG (Boston Consulting Group), Concrete was called to develop the solutions based on their analysis. Their numbers brought a few concerns, but didn't answered the most important question. Why are the customers taking so long inside the agency? How many times does the customer comes and goes back? Can these problems be solved in a digital product? How?
Avg time spent at agency
Avg cost of having that customer at the agency
Talking to users
The first step i suggested was to take a look at the reviews on the stores, and consolidate that to have a little bit of the solution they have online, and what's the users perspective on that.
Next, it would be great to go to one of the agencies with the highest number of customers and talk to them. This was very important for the next steps. It brought the Squad a better customer perspective of the FGTS product, to understand their pain points and overall, how satisfied they were with the service that have been provided.
There were a lot of insights from those interviews but the ones the bank thought the most valued ones was the ones the and interviews pointed. So in order the decrease loss of profit and improve users perspective of the bank, the digital solution should:
Remove users from agency (cut expenses)
- By allowing them to digitally withdrawal their money;
Answer common questions through digital medium instead making users personally going to agency;
Increase revenue (bring profit)
- Open a Caixa bank account;
Offer bank products/services (real estate financing, investments);
The Design Sprint
FGTS is a huge product because it attend all brazilians which work on the CLT regime. The base of users is around 33 million users, with a lot of segmentations, so in order to allow us to build a prototype and test with users, we chose just a few of these segments to build and have it ready for the users interview.
To discover what we should build, we runned a 5-day sprint, getting together developers, stakeholders, cashiers (the ones whose actually talk to clients), and their legacy software experts so the team should have a big amount of information to start the design sprint.
I introduced the concept of Continuous Interview to allow Caixa to always learn and validate from users before developing. Prototyping in Marvel lead us to mockup high fidelity concepts to collect feedback during the sprints.
The product is delivered to 1% of user (~300.000 users) to collect data and acceptance of the new interface.After a few sprints and a few data collected, you can check the result in the link below.