Field Study, Competitive Expert Review
KeyBank had an understanding of their customers from a market research standpoint (customer segments, target audience), but lacked an understanding of their users from a behavioral (usability) standpoint. Key needed to now: What problems were users trying to solve when managing their money? What questions do new first-time home buyers have over repeat home-buyers? Do people know who what a FICO score is or an ARM?; What tools are helpful when managing loans or debt, for example?