Dean led UX for redesign of the bank’s core account product application.

We worked with the research team to understand customer needs, pain points and opportunities and journey mapping to drive design.

The organisation adopted agile during this project and it was the first to do so in the main part of the bank.

We ran design jams with the whole team including stakeholders, UX, visual design, copy, researchers, developers, BAs and testers.

We were early adopters of conversational UX and explored ways to achieve this in ways that would work well as responsive design.

We incorporated images and gave reasons why we were asking questions to attract customers to complete more of the form.
The form delivered the highest rate of conversion and lowest rate of drop out in the bank’s history by a significant margin.

We found that framing the question about paperless statements in this way alongside the tree led to a significant uptake in paperless statements.

My hypothesis is that people saw the old tree and felt responsible for killing trees and this influenced them to go with paperless statements.

We kicked off Discovery with detailed analysis of sales data (including drop off points), customer needs research.

We also fleshed out journey maps for various scenarios and customer profiles.

From the outset we made customer financial wellbeing a priority on the project, exploring various ways to help ensure customers could enter their financial details accurately and they could afford the loan repayments.

We also worked closely with accessibility specialists within the bank.

We tested rough wireframe design concepts to ensure they were clear and easy to use.

As we progressed the design of the personal loan application we made the application form even more ‘push button’ with big friendly buttons.

We focussed on making tasks as easy and fast as possible, focussing on the needs that data suggested were the most common loan purposes.

I worked closely with stakeholders, sales optimisation managers, solution architects, accessibility specialists, visual designers and developers to make the project successful.

I pushed for a strong focus on customer financial wellbeing from the inception of the project, even before the financial wellbeing team was established.

I did all I could to ensure customers we helped to understand how much they would have left over after loan repayments based on their income and expenses.

We pushed to have income and expenses fed into calculators as people are not good at calculating these. However, this data was not able to be automatically fed into the calculations for how much a customer would have left after loan repayments.

The project helped customers avoid having their credit rating impacted by requesting loan amounts they would not be able to afford.

The received the ‘Best Loan Application Experience’ award the year it was launched and also delivered business outcomes that far exceeded the business case targets.

An important outcome to me was that customer financial wellbeing was integrated into the design process and that stakeholders supported us in doing this.

I monitored the outcomes for customers after launch and collaborated with the financial hardship team to help improve customer wellbeing.

Designed the experience for existing customers to get a Term Deposit.

This was one of the first projects where Dean explored visualisation of financial outcomes to help customers make more informed financial decisions.

We designed the content and application for customers to set up their Self Managed Super Fund and associated bank accounts.

All in an application form that was as easy as we could make it with ‘Push button’ entries wherever possible.