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Project Outcome
This project helped Wesleyan imagine a future where customer trust is built not only through expertise, but through transparency, personalization, and human connection. Our strategy and concept development gave the bank a roadmap for internal transformation and service innovation. As a Design Strategist, I helped translate research insights into tangible solutions that bridged business goals with professional needs. The work became a catalyst for evolving how Wesleyan thinks about advice, delivery, and long-term relationships.
Our team designed forward-looking digital solutions to make Wesleyan’s services more intuitive and transparent. My Wesleyan Journey provided customers with real-time visibility into their financial planning process, appointment tracking, and personalized communications much like tracking a parcel online. Other concepts explored AI-powered chat support (WesChat) and interactive goal-setting tools (Future Planner) to help customers better understand and act on financial advice. Each tool was rooted in user feedback and designed to meet customers where they are.
Building a Customer-Centered Team at Wesleyan Bank
Wesleyan Bank, a UK-based financial services provider for professionals, partnered with Doblin by Deloitte to redefine how they serve their core customer segments: dentists, doctors, lawyers, and teachers. Facing rising expectations shaped by best-in-class digital experiences, the bank needed to modernize its services while retaining the trusted, relationship-driven model its customers valued. I joined the project as a Design Strategist to help create a strategy to deepen customer relationships and create new opportunities for revenue.
Deliverables
Ethnographic Research ( HCD)
Concept Development
Innovation Strategy
We began by conducting customer research to uncover deep insights about how professionals approach financial decision-making. Through interviews and immersion, we discovered that customers valued specialized advice, seamless access to experts, and digital tools that gave them more control. These insights shaped a bold vision for the future of Wesleyan. Our work laid the strategic foundation for reimagining both internal operations and customer-facing services.
We developed a set of future-focused service concepts to bring the strategy to life through a series of co-creation workshops with Wesleyan’s leadership team. Concepts like WesTeam introduced a cross-functional model where each customer is supported by a lead advisor and a hand-picked team of specialists, while Professional at the Heart restructured teams around customer professions instead of product lines. These ideas aimed to break down internal silos, foster collaboration, and ensure every professional received relevant, personalized support. We prototyped these models to evaluate feasibility and secure alignment on the organizational shifts required to make them real.
Client
Wesleyan Bank
Sector
Financial Services
Project Type
Research, Strategy
Role
Senior Design Strategist | Doblin by Deloitte
