Lowell Financial specialises in collecting payments of debts owed by individuals. An unknown and unloved business that wanted to grow through empathy & understanding.
Through research it was clear that customers do not inherently trust debt collection agencies, giving us one big challenge - To evolve the brand across the experience engendering trust and confidence.
Following a collaborative approach, we immersed ourselves into the client's business and reviewed the company's end-to-end experience, mapping the customer and business activities, and giving us a holistic view of the entire experience.
My responsibilities included leading the Research, Experience and Visual Design teams, from casting to creative direction and hands-on interaction design.
Through research it was clear that customers do not inherently trust debt collection agencies, giving us one big challenge - To evolve the brand across the experience engendering trust and confidence.
Following a collaborative approach, we immersed ourselves into the client's business and reviewed the company's end-to-end experience, mapping the customer and business activities, and giving us a holistic view of the entire experience.
My responsibilities included leading the Research, Experience and Visual Design teams, from casting to creative direction and hands-on interaction design.
After evaluating the expected gains for the business, and the customers, it was decided that the first area of focus should be the “Welcome Journey”.
Our recommendation included a sequence of emails, SMS messages and the creation of new website landing pages, achieving:
Our recommendation included a sequence of emails, SMS messages and the creation of new website landing pages, achieving:
20%↑
More effective for getting customers to set up new plans.
The second area of improvement was the brand. Lowell needed a new Visual, Verbal and Experience guideline. In four weeks, we developed four creative routes, and with the help of stakeholders, shortlisted two for creative development. The final route got selected after a sequence of Qual and Quant tests with customers.