Creating Communication Narratives - OptimAi
Service Design | Communication Design | Brand Storytelling
Crafting a compelling brand narrative rooted in its value propositions that attracts potential customers & investors
Overview
OptimAi is a financial technology(fintech) company that utilizes technological innovations in portfolio and wealth management for clients such as family offices and private banks. We were tasked to articulate and create a pitch for a new wealth management product that is clear, concise and easily understandable for potential fintech investors.
Goal
Create a story narrative for Optimai that is clear and is based on essence of value that OptimAi provides to its customers on a service offering.
Outcome
We developed these deliverables; Pitch Statement, Value Propositions, Positioning, Service Offering Architecture, Communication Guidelines and Final Report.
My Role
Service Designer
Methods
Desk research, In-depth Interviews, Workshops, Golden-Circle Framework, Competitive Mapping, Journey Mapping, Communications Narrative Framework
Tools
Customised Workshop Canvases & Prompts, Google Slides
Collaborators
OptimAi
Year
2023
Project Scope
Foundational Research & Strategy
Conducted interviews and virtual workshop sessions with
OptimAi Founder and Management
Golden Circle Activity to uncover OptimAi's Purpose, Proposition and Product
Visualisation of Product Offering Architecture
Workshop Canvas - identifying target customers, pains and key messages across Customer Buying Journey
My team and I interviewed with OptimAi's key management to gain contextual understanding of the Fintech landscape, OptimAi's company background, its customers and to distill of intent of desired outcome. Multiple workshop and review sessions were conducted virtually, drawing out understanding of the product offering capabilities, and insights to the outcomes.
Design Outcomes (Extract)
The pitch and value propositions were developed to be explained concisely, encapsulating the value investors would understand achieve in an easy and memorable way. Additionally, we developed storytelling templates for Optimai to assess themselves with, ensuring storytelling is maintained and achieving their goals of communication with investors.
Key Learning
Impact of Co-design and Outside-In View
Future of Work - CO.Lab
In the area of Fintech & Wealth management industry, I am definitely not an expert. This is an advantage where it allows me to understand & articulate with a fresh perspective, not hindered heavily by technical terms and processes. This is where co-design is imperative to align the coherent storytelling with the client's intent while also communicating its brand narrative.
Further development
The impact of the renewed brand narrative has yet to be measured since the handover. Although OptimAi has mentioned some potential investors were receptive to it, I would like to user test and identify the points of impact in storytelling with investors and provide these results to OptimAi for their reference.
Wobbler - Redesign of alarms & reminders