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Insights & Blog_In Here and Out There

Our observations of the world around us

• A nice mention in national media by Kendra Shimmell on April 30, 2008

  
  Lextant’s work for CheckFree, an online financial services provider, is cited in the new issue of Community Banker. The article describes our ethnographic research as part of an effort to improve CheckFree’s customer experience.

  I was really pleased to see this project get some attention. We were really careful in helping CheckFree’s customers get beyond their vulnerability in talking about personal finances. They felt comfortable and empowered, which helped them express their financial hopes, fears, and dreams.

  The best part was, they didn’t stop there—they also shared their financial rituals, their personal limitations, and what they felt “worked” and “didn’t work” with the tools they currently use. They told us what they needed to reach their goals, and what the ideal online experience should be like.

  Each person we talked to had a different story, yet patterns emerged. We worked with CheckFree to develop three distinct personas (the Reactive Consumer, The Conscious Improver, and the Balanced Achiever) that helped tell their stories. These frameworks help CheckFree innovate future solutions based on a clear understanding of its customers. 

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