Mint’ Intuit: Design Challenge
Role: Lead Researcher
Partners: Ankush Ahuja, Quinn Rhodes
Time: Jan - April, 2021
Disclaimer: Due to Confidentiality (NDA), below are the highlights of the project. For additional findings and learnings, please contact hkim.ng24@gmail.com
Context:
Mint is a personal finance management tool developed by Intuit that allows users to track their spending, set budgets, and manage their money.
Challenge Question
The high level objective of the project is to identify strategies to help Minters (mint users) save more and spend less
Methods
Secondary research
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Lit reviews: behavioral finance, financial literacy, emotional wheels, motivation, fresh start effect, social proof, implementation intention
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Mint’s Intuit past research: customer target and brand strategy, motivation, qualitative research, customer retention
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Behavioral Science framework: DRIVE (Richard Thaler), CREATE (Stephen Wendel)
Primary research
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Stakeholder and SME interview: Marketing, Product, Data, VR/AR experts
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Qualitative: virtual semi-structured interviews with Mint users
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Survey: Qualtrics survey with Likert scale for 9 statements related to personal finance
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RCT: Qualtrics & MTurk testing the effect of self reflection (reflect on a recent achievement) reflection on financial behavior (money allocation)
Learning:
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Opportunity to meet and collaborate with many different people on the Mint team, whose roles are varied: Product Manager, UX Designer, Content Designer, Certified Financial Planner, Behavioral Scientist, Mint’s Director of Design.
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Working with client as a consultant: how to communicate and interact with them, e.g., send agenda and questions before the meeting, ask for following-up materials, ask for meeting with more stakeholders, align with their goal, leverage their own research.
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Teamwork: set clear objectives for the team in terms of responsibilities and expectations and establish a norm for how we would communicate and collaborate.