Strategy roadmap across content, PR and earned media

Project Description:

Rupeeting needs to understand who are its users, understand the persona and multiple user journeys. Ensure that a differentiated learning platform is created within Rupeeting, explore its scope. Understand where Rupeeting customers are, where does Rupeeting want to be heard and how do the users need to hear about Rupeeting. How can Rupeeting create organic Content, Earned Media. & IPs

Scope:

Empathise with the user through a series of interviews and understand their knowledge of investing and their personal finance patterns. Understand what does the consumer want and solve a problem by designing a solution.

Constraints

Rupeeting is a new brand in the market. How can it establish itself as a competing brand soon after launch and ramp up organic efforts on brand building, marketing, PR and customer satisfaction. In India a lot end consumer related financial brands are built on trust. How can Rupeeting establish itself as a trustworthy brand in a short span of time? India has a poor financial literacy landscape. Adoption of investment behaviour by users is on the lower side. Traditional ways of investing is still a huge chunk of users. How can we ensure a behavioural change when it comes to making a switch between traditional and new-age platforms.

Qualitative Research Phase

Taking a variety of Users Personas as per the persona hypothesis. Post this the actual user personas will be highlighted and created. The interviews were primarily to understand user behaviour when it comes to investing. Looking for aberrations and something unexpected. Interviews were taken for regular users (may or may not invest currently, new & seasoned investors, extreme users, extreme users and focus groups.

Stakeholder Mapping

To understand the user personas we did a 360 degree deep dive in understanding our key stakeholders. These include the external as well as the internal stakeholders..
The stakeholder map for both are shared below.

User persona

Basis the user research conducted we created three personas to pursue further. These include The College Newbie, The aspiring ‘YOLO’er and The money struggler. These personas were creating keeping in mind the target market as well as product offerings as mentioned above. Click on each persona to read further.

User Journey Mapping

Here we are answering the ‘What?’ and ‘When’.
What are the Target Groups core needs, issues and desires that can be tapped into?
When will the Target Group really find value in my product (triggers)?

Strategy Roadmap for Rupeeting’s ‘Premium Content’ Platform

Context

To create a premium content platform which enables users to read quality content relate to finance
To become the go-to place for finance updates, op-ed’s, topical news, reports, industry trends & infographics
Generate readability, even to non-investors, since this is not a investment knowledge oriented platform
Generate organic reach and convert readers into Rupeeting users.

Research Findings? What have we got?

1. Contextual learning, which is byte sized
2. Audio / Visual Format is preferred
3. Screen Fatigue During Covid
4. Storytelling format required
5. Need subject matter expert
6. Non traditional methods to learn preferred

Catalyst

Product Features to improve catalyst - user interaction

Goal: Ensure stickiness on the Rupeeting platform for new users, and establishing trust and a differentiated user experience.

Arrive at below answers:

What does our user want?
What problem are we solving? What’s our solution
How are we better than the others?

What des our user want?

1.DIY route to investing: Want to manage own funds - explore and learn.
2.Past proof & trust: Users want to see others using other people / friends use the product
3.1 Click solution: Users want 1-click solutions. More layered the solution - more drop offs usually happen

What problem are we solving?

1. Lead generation
2. Investment Awareness
3. Trust building
4. Completing a communication loop
5. Bringing back a sense of ownership on one’s finances

Prototypes

Below are a set

rupeeting | design research