Global bank converts 68% of players into new trading accounts
60% of the bank's retail customers held only one product. A 12-week On-Ramp design sprint and the Odyssey platform turned investing education into a game — and produced a conversion rate an order of magnitude above industry averages.
Low product penetration among retail customers
Despite a full product shelf, 60% of retail customers held a single account. Consumers globally hold an average of 7.4 banking products across their relationships — fewer than two puts a bank in the digitally unengaged class. Traditional interfaces were transactional, not transformational; the bank needed to activate, educate and motivate.
On-Ramp to design it. Odyssey to deliver it.
Moroku On-Ramp — experience design
- 12-week design sprint mapping journeys and behavioural triggers
- Jungian archetype avatars assigning risk profile through play
- Prototyped and tested mechanics against bank KPIs
Moroku Odyssey — engagement at scale
- Personalised missions and rewards for exploring new products
- Real-time data triggering nudges and challenges
- Boss fights: players compare results with investment masters — and with doing nothing
Significant uptake in trading accounts
Of participating players who had never owned an investment product were cross-sold into one — against single-figure industry averages.
Of registered users commenced and completed their first mission.
Of users who failed a mission retried it — the learning power of game: fail, learn, go again.
The On-Ramp sprint unearthed the opportunity to help people have fun while failing, learning and building habits that persist regardless of the markets — done at a speed and economics unheard of within large institutions.
Be the bank that keeps the promise
Run the On-Ramp on your own transaction data and see what your customers' behaviour is really telling you.
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