Generative AI in Financial Workflows
Guiding and innovating new use cases for generative AI in financial workflows by leveraging research from 20 global interviews.
Research Question
What opportunities exist in a complex and time-intensive financial workflow for generative AI to intervene?
Generative AI had become the clear lead priority for the business; we needed to act quickly and intentionally to integrate this into our products.
Role: Research Lead
My job was to uncover new feature development opportunities through user research.
Approach: 20 Qualitative Interviews over a 5 week timeline in NA, MEA, APAC, and EU regions (5 sessions in each region). Focusing on 3 main topics:
Process walkthroughs of user's existing financial workflow.
Task-based conversations in a closed testing environment.
AI familiarity and how AI is perceived, being used today, and where users want it to be.
Key Insights
Our understanding of the financial workflow was limited, users tackle these tasks through a variety of methods and tools.
The current financial workflow is rife with friction points, this is our opportunity for thoughtful feature development.
Artifacts
A highly detailed workflow map that highlights user behavior in every stage of the financial workflow.
A codex of all friction points in the workflow directly linked to dependencies, stages, and research data.
5 design considerations to guide the development of GenAI features.
Putting the Research to Work
I orchestrated a series of 3 workshop sessions with the global team (product owners, engineers, and designers). The research artifacts functioned as a tool box for the team.
These sessions evaluated preconceived GenAI concepts and yielded 33 different GenAI solutions that directly addressed one or more friction points within the workflow.
Research Impact
Before Research
After Research
Limited understanding of the existing financial workflow across teams.
Created a system level model of the financial workflow with dependencies, friction points, and user behaviors.
GenAI was being explored as feature level thinking.
Shifted GenAI exploration to system-level and embedded integration.
11 hypothesized use cases without evidence for GenAI in this financial workflow.
33 research grounded use cases for GenAI in this financial workflow.
Have Questions?
Full study available on request.
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