Service Design & Brand Strategy
From an Accounting Company to a Financial Advisor
A shift from number crunching to financial advising – this project took an accounting company focused on small-mid sized clients on a transformative journey. The goal? Move beyond mundane tasks and provide more value by leveraging technology to automate and offer insightful financial analysis and consulting services.
The project objective was to shape and clarify the future vision further, to align the team and to develop a strategy to actualise the vision.
Role
Service Designer & Project Lead
Responsibilities
Research / Workshop Design & Facilitation
Deliverables
Vision & Positioning Strategy / Target Audience Identification/ Strategy Roadmap
Year & Duration
2023 / 1 month
Project Challenge
The objective was clear: transform the company from an accounting service provider to a financial advisor by implementing software automation. This shift aimed to create substantial value for clients. The challenge, equally evident, was to liberate the team from manual tasks, empowering them to provide impactful financial analysis and consulting. Crucially, the goal was not just about adopting new tools but also ensuring that employees felt integral to the entire transformation process.
Solution
The solution journey began with deep research, understanding the company's current state, employee dynamics, and customer needs. Workshops followed, divided into two crucial parts.
Vision & Culture + Employees Alignment
First, aligning employees with the envisioned transformation, recognizing that their buy-in is vital in order to bring such transformation to life successfully. Additionally, throughout the interviews we uncovered the company culture was a little unstable and so a session on strengthening the company culture and improving the current gaps was executed.
2. New Offerings and Positioning Strategy
The project then delved into practical steps to realise the vision. Participants worked to redefine their positioning and identify their future target customers. They aimed to transition into financial advisors and solution providers, particularly aiding overseas companies looking to expand into Singapore. Ideation sessions followed, focusing on preparation for the transformation, onboarding strategies, talent requirements, and upskilling initiatives, ensuring alignment with the company's objectives and the needs of clients and employees.
Result
The result? A co-created roadmap with step-by-step guidance, consisting tangible steps for an immediate start. Clarity of vision and identified target audience to support the firm to evolve from an accounting entity to financial advisors, equipped to assist overseas companies of all sizes in navigating the Singaporean landscape.
The project wasn't just about automation; it was a journey of redefining identity, offerings, and creating lasting value.
