RACHEL PAVES
User Experience & Strategy
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Bank of Hawaii

Bank of Hawaii: Redefining Home

My Role – UX Lead & Strategist

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The Challenge

Everyone dreams about buying their own home, but the journey doesn’t end with the purchase. We partnered with Bank of Hawaii to create a destination for all home needs and where locals can feel part of the family.

Deliverables

Interviews
Competitive Analysis
User Research
Ideation Workshop
Product Visualizations

Opportunity Assesment

We conducted stakeholder interviews, market research, and analyzed the direct competitors landscape and other market brands to identify opportunities.

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Competitive Analysis

We reviewed direct competitors examining strengths and desirability of key features.

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Industry Best Practices

We also examined indirect competitors such as Airbnb, Compass, and One Medical to expand beyond the home-buying journey and identify opportunities to be part of the customer’s entire home journey.

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Audience Definition

Hawaiian Locals First
• People living in Hawaii are the primary audience of this hub
• First and foremost should be catering to the locals - consider different segments within the community (e.g. community, high wealth)

Potential Transplants
• Secondary audience is people from the mainland considering relocating
• Working from home (due to COVID) may bring new people into the market

Referral Realtors
• A third, but lower priority, audience is realtors who will refer customers to BOH
• Need to find a way for realtors and bankers to coexist

Experience Principles

Demonstrate Local Knowledge
• Embrace and amplify the Aloha spirit
• Create a strong sense of community and family with island and neighborhood content
• Build trust, loyalty, and promote advocacy

Highlight Expertise
• Leverage experts in the community
• Simplify tasks and empower self-service while maintaining a personal touch
• Anticipate customer needs. Up-level information to promote discovery by showcasing the best of the best

Stand Out from the Competition
• Incorporate useful tools and resources
• Enhance content with information fit for each customer
• Expand beyond the home-buying journey and identify opportunities to be the part of the customer’s entire life journey

 

Ideation Workshop

We facilitated an internal workshop to define “home” and we collectively came up with three concepts.
• Home is a magical place
• Community is connecting with others
• My neighborhood is my family

We then hosted a remote workshop with the client to come up with features that would fuel the Bank of Hawaii home experience. In order to stand out from the competition, the approach for this workshop was to twist one of the themes with an industry leading brand to unlock new perspectives and generate fresh ideas.

 

Feature Prioritization

We guided the client through a prioritization exercise to define key features to focus on so that Bank of Hawaii would be the hub for all things “Hawaii Home”.

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  • BOH-vetted local professional marketplace

  • Inspiration hub of items available in Hawaii

  • Renovation ideas for projects that are accomplishable in Hawaii (and your neighborhood)

  • Connecting professionals with the neighborhoods they serve. Offer neighborhood discounts to promote same day service for customers within a specific radius.

  • Hyper-local information, including mail routes, food trucks, local shops, etc.

  • Home financing specific to Hawaii — with profiles for customers and BOH officers

 

Design

We visualized the features through different moments of the home journey.

 

Buying a Home

To set Bank of Hawaii apart from the competition, the app features a unique matching tool that allows customers to view homes based on criteria matched. Customers can learn more about the home, get additional information about the neighborhood, and even contact a Bank of Hawaii home lender right from the listing.

 

Improving My Home

The home experience doesn’t end after purchasing a home. Some home owners might be ready to decorate while others might be looking at larger home improvement projects. Whatever the need, Bank of Hawaii is there for its customers. Part of their home hub experience includes a way for customers to budget for home improvement projects, while providing options for customers to achieve their goals with Bank of Hawaii’s portfolio of products.

 

Engaging with my Community

Family extends beyond the immediate home and into your local communities. Part of the Bank of Hawaii Home Hub experience keeps locals connected. Customers can easily discover local events from such as Farmer’s Markets or find services such as home landscaping that are vetted by Bank of Hawaii for their local expertise.

 

Impact

She presented our research, opportunity assessment, and concepts to the board with the message of beginning and propelling Bank of Hawaii to leverage digital to transform the home buying process and own the Hawaii market.