First Direct was formed in 1989 and was a pioneer in telephone and later internet banking.
First Direct wanted to ensure they remained at the forefront of digital banking in light of an influx of challenger banks in the app space. Insight on consumer attitude to digital banking and app usage was required to feed into the strategic direction.
We conducted a two-stage project utilising qualitative group discussions to explore wider digital banking attitudes and behaviours, followed by a quantitative study utilising a max diff statistical approach to understand the determine which specific app functionalities would have the biggest impact on consumer usage, motivation and persuasion.
The findings, and particularly the results from the max diff exercise were used to prioritise app functionality development as well as provide guidance on communication messages for the app relaunch.