Latitude Financial Services
Latitude Financial Services
Leading a design team to evaluate money management tools for the Gem App
As part of Latitude’s customer experience team, I led the evaluation of personal financial management tools for the Gem app. Our goal was to assess whether to build new features or integrate a white-label solution, using customer research, competitor analysis, and strategic alignment to shape the path toward an integrated MVP offering.
Role
Customer Experience Design Lead
Company
Latitude Financial Services
Location
Melbourne
How might we communicate financial jargon in simple terms so that customers new to finance feel empowered?
–Project how might we
We delivered a set of outputs that shaped the decision-making for integrating personal financial management tools into the Gem app.
Analysis of business and growth strategy
Stakeholder workshops to map existing digital journeys
Identification of integration points for PFM features
Qualitative research through customer interviews
Competitor benchmarking of in-market PFM solutions
Outsourced quantitative research to validate customer insights
Alignment workshops with white-label partner to refine journeys and value propositions
Validation of customer segments, mindsets, and behaviours
Insights report outlining opportunities
Strategic partnership recommendations
MVP path definition for integrated PFM offering
“I want a better way to understand and track my finances.
Visuals make my finances feel simpler
Personalised insights and graphs help me get on track
Give me insights and content based on how financially literate I am
Let me customise my interactions with you
–Research insights
The problem
As part of the customer experience team, I helped research and evaluate personal financial management (PFM) tools for the Latitude app. Working in 10-day design sprints, we explored how to meet growing customer expectations around managing expenses and repayments, assessing whether to build new features in-house or integrate a white-label solution.
The approach
We analysed business strategy and data, mapped current journeys, and identified opportunities for PFM integration. Customer interviews, competitor benchmarking, and outsourced quantitative research validated user needs. Partnering with a white-label startup, we aligned journeys and value propositions to shape an integrated digital offering and define the MVP path.
–A sneaky colleague photo
–Team workshop
–Defining archetypes
The outcome
We validated customer segments, mindsets, and emerging behaviours, identifying opportunities to target specific cohorts. The work culminated in an insights report highlighting key development opportunities and strategic partnership recommendations.
“Lucy kept everything moving and made the whole thing make sense. She helped us cut through the noise and stay focused on the customer, and get to a solution we all aligned on.
–Team reflection
Image sources
