Redefining Multi-Phase Journey Innovation for a Global Financial Institution

The CHALLENGE

In a highly competitive financial services landscape, our client sought to stand out in an environment where branch experiences had become nearly indistinguishable across leading institutions. Customers expected deep, personalized guidance, yet their advisory journeys often felt transactional and generic. The institution needed a way to identify the moments that most shaped client perceptions and to reimagine its advisory and service experiences across multiple touchpoints.

The APPROACH

We partnered with the client to design a multi-phase experience innovation program that uncovered the emotional and functional drivers of customer behavior.

Discovery and Foundation
We began with a rigorous review of existing research and brand materials, then created initial advisory and service journey maps and hypotheses around key “Gravity Points”—the pivotal moments that carry the greatest emotional weight in shaping customer experience.

Qualitative Experience Audits
Through deep, one-on-one IDIs with current clients and competitive clients, we uncovered the desired experiences behind the moments that matter. This illuminated not only what happened in-branch, but why it mattered.

Quantitative Mystery Shopping and Benchmarking
We layered in mystery shopping assessments and a broad survey across competitors to validate findings, quantify strengths and opportunities, and refine the Gravity Points framework into a clear roadmap for action.

Innovation Platforms
With a stronger understanding of customer needs, we developed forward-looking experience innovation concepts to reduce friction, build more personalized advice, and boost confidence before branch visits.

The OUTCOME

Leveraging the Gravity Points analysis, our team delivered an updated, emotionally rich journey map that positioned the advisory experience as highly personal and immersive. By aligning qualitative insights with competitive benchmarks, the institution gained a clear view of how to create differentiation in a crowded market. Advisory services were expanded by four new, personalized touchpoints, and the organization established a replicable framework for journey-led innovation. This approach not only informed immediate improvements, but also created scalable platforms for future experience design across channels.

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