Finova Banking Research
Generative + evaluative research programme for a neobank targeting first-time investors in India.
Overview
Finova wanted to launch a micro-investment product for users with no prior investing experience. We ran a 6-week research programme to understand the barriers, motivations, and mental models of this audience.
Process
Methods: diary studies (n=14, 3 weeks), concept testing (n=28), and a rep-sample survey (n=412). Three key themes emerged: trust anxiety, goal anchoring, and social proof dependency.
Outcome
Insights directly shaped the product roadmap: a "goal vault" feature (from diary studies) became the top-rated feature in beta. The research deck is now used in investor presentations.