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CX Vision and roadmap for the Bank's digital channels

Commonwealth Bank
Nov 13 - Feb 14

Project

Customer experience vision and roadmap

Commonwealth Bank has a complex digital ecosystem consisting of over 50 customer-facing digital assets. This presents the customer with a fragmented and inconsistent digital experience with the Bank. We collaborated with design agency Frog to create a customer experience vision and roadmap for the Bank’s digital channels. In this project, I was the lead UX representing the bank and working with the Frog team day-to-day.

 

The first phase involved extensive customer research to realise customers’ behaviours, unmet needs and pain points. The research approach was broad, to understand consumers relationships to their finances and the role that digital plays in their financial lives. Upon developing a deeper set of hypotheses based on joint CBA-Frog discussions, we studied behaviours and captured feedback around the concepts and consumer behaviour through a mix of generative and evaluative methods. 

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With the immersive research phase completed, we synthesised our findings and ran a series of workshops to draw out major insights, discuss top opportunities, and assess potential ideas. We found that consumer sentiment towards their finances was mixed - but we saw opportunities to help them secure their financial wellbeing. 

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We identified 7 behavioural axes to drive archetype creation and ranked each research interview across these axes. Upon clustering different combination of behavioural patterns we ended up with the consumer archetypes. Later on I have revised the consumer archetypes to turn them into Personas in collaboration with the bank's research team.

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Retail market survey also helped us identify, size and bring to life priority customer segments in relation to both their financial and digital needs to inform the CBA online customer experience strategy. We re-analysed the large survey data to map it to the actual characteristics of the consumer archetypes. 

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Final Consumer Archetypes

We have created 5 major customer journeys driven by the research and ran several workshops with the bank's SMEs to validate and enhance these journeys. After these efforts, customer journey mapping became the standard before starting any strategy roadmaps for digital initiatives.

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Driven by customer needs, we have created new concept prototypes addressing major financial opportunity areas such as day-to-day banking, retirement and small business start-ups. We developed the concepts based on extensive storyboarding with CBA and Frog core teams' collaboration. 

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