maxblue, 2017
Position: Product/Program Manager at Accenture, Fjord
Overview: Design, develop and deploy a new online processes including account opening and investment education.
Problem being addressed: In 2017, the maxblue account opening process was confusing and was leading to users abandoning the process. Consumers were confused about the maxblue brand and its capabilities.
General responsibilities: Customer and stakeholder management, Design Delivery, UX Research, UX Strategy, Business Design, Idea Generation
maxblue is Deutsche Bank's consumer investment product. They had been around for quite awhile but because of many online brokerage firms taking the consumer lead, maxblue was hardly recognized in the German consumer investment space.
Being part of Deutsche Bank, meant that, by default, many customers would use maxblue. But the amount of users they should be acquiring was much less than was actually happening. The company suspected (much like the DB Girokonto) that it had to do with a confusing onboarding process.
We got to work. Ideation workshops and research began to understand the underlying problems.
For design in Financial Services, most designers have a big challenge of how to condense so much information into a small, mobile screen. Decisions had to be made in terms of level of importance of information (good old information architecture!) and what needed to be "front and center".
