Expressing the brand through onboarding for Standard Chartered
Recreate the onboarding journey for retail customers that incorporates improvements to the sequence, humanises content and reintroduces the brand personality to the experience.
Translating the Standard Chartered brand into experience
The essence of the Brand is to be inclusive, innovative and customer centric. The personality of the Brand is trustworthy, progressive, empathetic and dynamic.
We of course incorporated all of these aspects of the Brand but the magic was in personifying the Brand, and dialling up traits relevant to the onboarding experience to help customers feel the character of the Brand.
The emotional traits we recognised that were important for onboarding:
‘Calm and composed’
‘Approachable and warm’
‘Active and engaged’
Before
Launched Q4 2023. Brand experience already experiencing issues
After
Brand experience course-corrected by AnalogFolk, remaining active and engaged to help the customer swiftly through the onboarding experience
After
Before
Impact
We delivered a new onboarding experience in a matter of weeks to the Bank’s tech team to go-live. We surpassed all expectations.
As a result, Standard Chartered have recently adopted the brand experience AnalogFolk created across all retail banking journeys.