Path is a SaaS platform to help small businesses to manage their employees, their data and all HR processes. It is one of seven digital startups set up and owned by RBS Natwest bank.
Brief
RBS was aware of the the growing number of fintech startups in the market and felt that if they did not take swift action to compete they would be left behind.
When I came on board it was during a handover phase from an external consultancy to a newly recruited internal team which I was part of. The startup had been running for a year but the consultancy had not identified a clear proposition for the startup.
To find our proposition we identified our target market. RBS / Natwest have a large number of SME's (small to medium sized enterprises) as business banking customers. This is where we started, they already had a relationship with RBS and we could get access to interview and carry out research with them. The SME market in the UK has huge potential.
The big idea
With our findings from the SME interviews the team we carried out workshops to come up with high level ideas of what type of product would best suit the customers needs.
HR was definitely a strong theme but within that it was the management and compliance that SME's had the most challenges.
As well as banking RBS also owns an HR legal advice service called Mentor, it made sense to also leverage this part of the business and incorporate into our product.
User flows and high level wireframes helped us form th architecture of the product.
Brand development
The Path brand was developed to be clean, modern, professional but still friendly, as our target audience was small and medium sized businesses.
