A major international bank, through its research team, identified a series of opportunities to better connect with younger generations. While traditional financial products remain relevant, the ways in which young people relate to, consume, and engage with brands have radically shifted in recent years.

The challenge was to translate those opportunities into value propositions that would genuinely resonate with this audience. Building on existing research, our work focused on identifying the less obvious insights that could unlock new possibilities and help the bank radically reshape the banking experience around the expectations, values, and behaviors of young people.

This was a comprehensive project that brought together qualitative research, strategic foresight, customer experience design, and digital product design. By addressing the full value chain, we were able to move from strategic exploration to the materialization of concrete, viable solutions.



Approach

Co-creation with young people was central to this project, allowing us to deeply understand and empathize with their needs, aspirations, and challenges. Through a series of workshops, we identified 46 new value propositions for the bank.

While young participants provided key insights into real needs, internal teams assessed strategic alignment and feasibility. This dual approach resulted in more than 40 initiatives grouped into 7 opportunity areas.

Based on the ideas and learnings from all previous phases, we concluded the process by designing 5 core propositions and 6 cross-functional features.