This was the final presentation for a three-week long project. We studies and explored experience design and branding in relation to how local banks did this, and how our design team could improve or enhance it without impeding the existing brand. Our idea for Vancity bank was to enhance the community aspect pertaining to where a Vancity member spends his or her money. Presentation by: Alee Furman, Flory Huang, Mark Inouye, Gracelle Mesina (2012)

1. Where your money is now & where it’s going.
My Money Map
VANCITY + AKQA
EXPERIENCE DESIGN
Alee Furman / Flory Huang / Gracelle Mesina / Mark Inouye

2. GAP IN BRAND PERCEPTION
PRODUCT BRAND
EXPERIENCE
PROPOSAL
There is a dissonance between the product, in terms of the brand
promise’s touchpoint with the member, and the brand experience.

3. GAP IN BRAND PERCEPTION
PRODUCT ? BRAND
EXPERIENCE
HOW
Lack of a question resulted in the lack of a resolution, so:
1. We identified different platforms and levels at which people were talking
about and interacting with the brand.
2. And then we strove to understand our audience’s level of personalised
experience through targeted engagement.

4. Narrowing down questions past that of general consumers, we
realized that Vancity was always advocating for positive community
wealth simultaneous to that of individuals: however, they do not
provide any gauge; news; or visible information on an individual’s CONVERSION
presence within their community. BRAND
NAME
ADVOCACY
“Identifying platforms and levels
at which people are talking about BRAND
and interacting with the brand.”
LOYALTY ENGAGEMENT CONSIDERATION REACH
BRAND BRAND
PROMISE PRODUCT EXPERIENCE PERCEPTION

5. CONVERSION
BRAND
NAME
ADVOCACY
“Understanding the audience’s
level of personalized experience BRAND
through targeted engagement.”
LOYALTY ENGAGEMENT CONSIDERATION REACH
BRAND BRAND
PROMISE PRODUCT EXPERIENCE PERCEPTION

6. Where is my money, and where is it going?

7. A STRONGER BRAND PERCEPTION LED BY
directs drives
INSIGHT IDEA IMPACT
Dissonance of brand Reiteration of conceptualizing Accessible to members on
perception from experience appropriate campaigns location in branches and at
home/ on the go
No existing products that Consideration for the promotion
provide transparency of existing products such as Tangible evidence of
between members and Good Money involvement
Vancity
Asking the right questions

8. Vancity’s campaign for Good Money is extended through a digital graphic interface that visualizes a client’s Good
Money and its relationships to the client as an individual in their community, municipality, and to the rest of the
world.
The My Money Map is an application used by those interested in the geographical and causal reach of their
purchases; Good Money circulation can range from being solely local investments to being global projects. After
information, the My Money Map may be used as a gauge in an individual’s personal contributions to their own
lives and others.
GOOD MONEY education environment
non-profit health
buying local aboriginal
MY MONEY MAP shopping travel
lifestyle entertainment
food
bills PERSONAL INVESTMENTS

9. Transparency is provided for both the mass public (potential new members) as well as the members themselves.
This honesty will contribute to the credit union’s brand perceptions: positive reaffirmations will be made and
prolonged membership will continue while new members have tangible evidence of Vancity being communally
invested and active. This interface exists on 2 platforms: in-branch on location and via Internet browsing.

10. Similarly to AKQA’s use of digtial media in browser on the internet, we
“[maximize the] brand’s total social
audience and potential reach...”

11. 1
Vancity member wants to check
her bank balance online.
2
She logs into the
existing website.

12. 3
She checks her bank balance
and proceeds to look at the
My Money Map feature.
4
She gains insight about where her
money is and how she spends it.

13. Our Community Map
IN-BRANCH
VANCITY MEMBER
Regular Bank Statement
ONLINE Me
My Community
My Money Map
My Country
My World

14. Overview upon log in
Menu Account Statement My Money Map

15. Initial start up page of Map: “Me” view
Chequing Savings
Last 5 Transactions
Date Location Amount
1 10/11/12 Shell $150
10/12/12 Starbucks $50
2
3 10/12/12 Sally Ann $15
4 10/20/12 Elastique $25
5 10/21/12 Bearopolis $96.2
2
Me
1 3
2 My Community
3 My Country
4 My World
5
Good money
Ordinary spending

16. “My Community” view
Chequing Savings
Last 5 Transactions (Me)
My Community
1 10/11/12
1 Thrifties $90
10/12/12 Starbucks $23
2 10/12/12
2
2 3 Sally Ann $600
3
1
3
My Country
My World
Direct Indirect
Spending Spending
Good money reach

17. “My World” view
Chequing Savings
Me
My Community
My Country
3 My World
1
12 10/10/12 Island co-op $10
4 2
13 10/12/12 Ebay $800
3
14 10/14/12 Amazon.com
15
4 10/16/12 Vancity international
16
5
10/18/12 Nigerian Tiger found.
2
1
5
Direct Indirect
Spending Spending
Good money reach
Good Money gauge

18. Prompt at log out for less active members

19. REFERENCES
https://www.vancity.com/MyCommunity/Impact/Stories/Map/
http://www.akqa.com/#/work/audi/audi-rfi
http://www.akqa.com/#/work/visa/go/video