Giving innovation the best opportunity.

Using large scale quantitative research to guide the launch of a new smartwatch app

The Problem

Barclays consumer banking division developed an app that can be used on Smartwatches. The app was part of the continuing digital drive that Barclays uses to differentiate itself as a leader in digital innovation for its customers.

Barclays needed to understand which type of customer would be most likely to use the app.

The Solution

Running alongside a panel of Apple Watch owners that were especially recruited by Barclays to help develop the app internally, Barclays subscribed to our Wearable Tracking Study. Barclays were especially keen to monitor the category during the launch of the Apple Watch in April ’15.

 

The Outcome

By isolating the core benefit that the Barclays app offers, Being able to view a bank account balance quickly and securely, and profiling those who showed high interest in this benefit, we were able to profile the most likely users of the app.

They emerged as being fashionable rather than geeky, and we found that the app had most distinctiveness for users who are checking their account regularly – for example, those who are younger and need to monitor finances closely.

The app has now been launched and is one of the most differentiated and innovative smart watch apps on the Apple and Android marketplace.

We’ve worked with Clicked during the past year on the research for our smartwatch app development. The project team found the research extremely helpful in developing the app and it’s really helped us understand better the wearable’s market.
Lee Brumwell I Senior Market Research Manager I Marketing I Barclays Personal & Corporate Banking

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