ANZ were exploring opportunities to make giving part of our everyday banking.
Australians have a distinct cultural relationship with giving and philanthropy, as they do with the 'Big Four' banks. Our task was to identify a compelling product and value proposition for the bank's customers.
People give what they do for their own reasons. Their reasons might be very valuable, but to someone else looking out, they mightn’t see any point in it...Research participant
We conducted long-form, in-depth interviews with 18 people to understand their relationship with giving. They ranged from established, highly strategic philanthropists, through to those who were quite spontaneous with their giving.
The research uncovered some fascinating insights – notably that the connection between a person's giving habits, to their values, to their sense of self, is quite short.
Insights and principles
When reflecting on their approach to giving, people map back to an internal frame of reference. This frame of reference is as unique as the individual and as extensive as their life experience.
Giving is a very private activity in Australia, so it's difficult for people to understand what a 'normal' approach to giving might be.
Our lead product was designed to create a conversation between bankers and their customers.
We used paper prototyping to rapidly iterate and test concepts, both with customers and ANZ staff. We then built low-fidelity digital prototypes to validate the interaction systems, before iteratively refining to a finished product.
The final product allows customers to reflect on the values they hold most important, then develop a giving pledge based on those fundamental values.