People's choice
Our team was engaged as part of the People's Choice digital transformation, where they aimed to transition to a member centric bank. We conducted thorough member and staff research to help reimagine the home loan experience.
​
This was an agile end-to-end project, where I was embedded into the People's Choice member experience team.
​
My role: UX lead
Project: Digital transformation & website redesign
A member-centric approach
The process
1 / Discovery
Member interviews
Uncovering key steps in the home loan journey including pain points, goals, motivations and behaviours.
​
Survey
Validating findings with members through quantitative data.
​
Card sort
Research to understand content groupings and page hierarchy based on customer mental models.
​
Treejack testing
Use of optimal treejack testing to quantitively validate card sort findings.
​
Staff interviews
Used to build upon customer research. Speaking to front line staff to understand the internal and external process when dealing with home loans.
​
Website requirements workshops
Understanding business requirements of the website across marketing, product and legal.
​
Personalisation workshops
Defining personalisation scenarios to create unique experiences across audience segments.
2 / Define
Information Architecture
Creation of the site structure and hierarchy based on the validated card sort and treejack testing.
​
Current state mapping
Defining current process that members go through when applying for home loan. Mapping key touch points with the website.
​
Future state mapping
Mapping of the ideal state for the home loan journey across key persona.
3 / Design
Mid fidelity wireframes - component driven design
Design of key templates and reusable components across core pages of the home loan journey. Design of key tools such as product comparison, find a branch and application forms.
4 / Test and iterate
Usability testing
Validation of wireframes with key personas to define areas for further improvement across the page navigation and component functionality.
4 / Ongoing optimisations
Experiments of hypothesis
On going review of analytics and best practices to optimise the website once live. A/B testing and multivariate testing.
Delivering high quality assets for Australia's largest credit union
Conversational IA
Combining both SEO and UX writing, we provided a clear information architecture that resonated with users, to guide them through the banking journey. We balanced functional product labels, with journey focused language.
Designs inspired by members, for members
