Jinnie Hyojin Bae
← Work
MOBIUS
A service concept for a major international private bank, helping families share their goals on their own terms and giving advisors a deeper understanding of the people behind the wealth. Client name withheld under NDA.
ROLE Service Designer INDUSTRY Financial Services DURATION 2020
Service Design · User Research · Concept Development · Prototyping
01 / THE CHALLENGE
Building relationships with the next generation
As wealth passed between generations, the bank needed to engage younger family members whose values, expectations and relationships with financial services differed from established clients. The challenge extended beyond digital banking: how might the bank build relevance and trust within a family before younger members became its primary clients?
02 / RESEARCH
Understanding clients within their wider network
20+ interviews with high-net-worth and ultra-high-net-worth individuals, 35 industry and consultancy reports, and executive workshops examined client behaviour, intergenerational wealth transfer, existing programmes, organisational structure and relationships. Three shifts emerged: different expectations across generations, the need to build relationships earlier, and the value of digital access alongside trusted human expertise.
03 / REFRAMING THE PROBLEM
The relationship begins before onboarding
Journey mapping revealed that financial decisions were influenced by family relationships, intermediaries and circumstances before direct engagement with the bank. This shifted attention beyond onboarding. A stakeholder map connected clients, private bankers, families, external advisers and internal teams.
04 / UNDERSTANDING DIFFERENT NEEDS
A generation is not a single client type
Client archetypes and personas explored differing attitudes to wealth, independence, financial confidence, technology, ambitions and sources of advice. These differences challenged the assumption that family members share financial goals and indicated that the service needed to accommodate varied levels of guidance and participation.
05 / DESIGN DIRECTION
Deeper understanding. More meaningful connections.
Two connected opportunities emerged: help advisors understand the person behind the portfolio, and connect people around relevant goals and expertise. How might private bankers support the next generation by understanding their individual goals and trusted relationships?
06 / THE CONCEPT
MOBIUS: individual priorities within a shared family view
MOBIUS is a digital platform concept for intergenerational wealth management. Family members choose which goals, aspirations and financial information to share. The concept supports sharing on individual terms, understanding where family priorities align or differ, and bringing richer context to financial advice.
07 / A CENTRAL DESIGN DECISION
Shared visibility requires individual control
The concept balanced individual control over sharing, family understanding of collective goals and advisor context. Selective sharing allowed a family-oriented view while preserving each person’s choice over what others could see.
08 / OUTCOME
From client research to a family-centred service concept
MOBIUS translated research into a service concept and prototype connecting personal goals, selective sharing and advisor understanding. Impact on engagement, relationships and business outcomes would require further validation.
THREE KEY INSIGHTS
Different expectations across generations
Younger family members had different priorities and attitudes towards wealth.
Relationships begin before onboarding
Family members and advisers shaped trust and financial decisions before a direct banking relationship began.
Digital access alongside human expertise
Digital convenience needed to complement trusted financial advice.
Jinnie Hyojin Bae
← Work
MOBIUS
A service concept for a major international private bank, helping families share their goals on their own terms and giving advisors a deeper understanding of the people behind the wealth. Client name withheld under NDA.
ROLE Service Designer INDUSTRY Financial Services DURATION 2020
Service Design · User Research · Concept Development · Prototyping
01 / THE CHALLENGE
Building relationships with the next generation
As wealth passed between generations, the bank needed to engage younger family members whose values, expectations and relationships with financial services differed from established clients. The challenge extended beyond digital banking: how might the bank build relevance and trust within a family before younger members became its primary clients?
02 / RESEARCH
Understanding clients within their wider network
20+ interviews with high-net-worth and ultra-high-net-worth individuals, 35 industry and consultancy reports, and executive workshops examined client behaviour, intergenerational wealth transfer, existing programmes, organisational structure and relationships. Three shifts emerged: different expectations across generations, the need to build relationships earlier, and the value of digital access alongside trusted human expertise.
03 / REFRAMING THE PROBLEM
The relationship begins before onboarding
Journey mapping revealed that financial decisions were influenced by family relationships, intermediaries and circumstances before direct engagement with the bank. This shifted attention beyond onboarding. A stakeholder map connected clients, private bankers, families, external advisers and internal teams.
04 / UNDERSTANDING DIFFERENT NEEDS
A generation is not a single client type
Client archetypes and personas explored differing attitudes to wealth, independence, financial confidence, technology, ambitions and sources of advice. These differences challenged the assumption that family members share financial goals and indicated that the service needed to accommodate varied levels of guidance and participation.
05 / DESIGN DIRECTION
Deeper understanding. More meaningful connections.
Two connected opportunities emerged: help advisors understand the person behind the portfolio, and connect people around relevant goals and expertise. How might private bankers support the next generation by understanding their individual goals and trusted relationships?
06 / THE CONCEPT
MOBIUS: individual priorities within a shared family view
MOBIUS is a digital platform concept for intergenerational wealth management. Family members choose which goals, aspirations and financial information to share. The concept supports sharing on individual terms, understanding where family priorities align or differ, and bringing richer context to financial advice.
07 / A CENTRAL DESIGN DECISION
Shared visibility requires individual control
The concept balanced individual control over sharing, family understanding of collective goals and advisor context. Selective sharing allowed a family-oriented view while preserving each person’s choice over what others could see.
08 / OUTCOME
From client research to a family-centred service concept
MOBIUS translated research into a service concept and prototype connecting personal goals, selective sharing and advisor understanding. Impact on engagement, relationships and business outcomes would require further validation.
THREE KEY INSIGHTS
Different expectations across generations
Younger family members had different priorities and attitudes towards wealth.
Relationships begin before onboarding
Family members and advisers shaped trust and financial decisions before a direct banking relationship began.
Digital access alongside human expertise
Digital convenience needed to complement trusted financial advice.