ANZ

Problem

Business problem: The business struggled to respond to change at the pace of competitors and evolving customer expectations due to a legacy-heavy architecture that limited agility and prevented rapid delivery and deployment.

User problem: The current customer experience was fragmented and did not effectively or efficiently support users throughout their end-to-end journey.

The Hypothesis

How might we establish a flexible solution that easily responds to change, enables innovation and the frequent delivery of outcomes.

The Approach

I was engaged to lead the Experience Design team of four designers in developing three key journeys, Savings, Home Loans, and Small Business, as part of a proof of concept (POC) aimed at securing a multi-year partnership with ANZ.

Collaborating closely with Product Owners, I helped align business objectives with user needs, identifying pain points and opportunities across each journey. The design approach focused on leveraging technology and customer data to anticipate user needs, while integrating chatbots to automate tasks and enhance the overall experience.

1. Competitive benchmarking

2. Persona and journey map creation

   • Worked with stakeholders and the wider team to leverage opportunities such as fintechs and features that aided in the redevelopment of the enhanced user journeys.

   • Applied key insights across three journey maps: Savings, Home Loan & Small Business Loans.

3. Prototyping

   • Identified key flows against each user journey and hand sketched templates based on key user goals.

   • Clickable prototypes were created using Sketch in combination with inVision.

   • Key flows and templates were refined and developed and shared with the wider team for feedback.

4. User testing

   • Performed light user testing with internal staff when possible.

   • Users enacted key scenarios which helped provide insights towards improving key user flows and screen interactions.

5. Modular design

   • Leveraged Backbases’ modular design system, and its flexible architecture, to prove its’ capabilities and save on design and development time.

   • Using Backbases' flexible architecture and modular approach ANZ can move faster towards keeping pace with changing customer demands.

6. Visual design

   • Leveraging Backbase’s current component library, CSS styles were updated to align with ANZ branding.

The Impact

Key results
A first class digital platform that enables ANZ to respond to customer needs.

1. Developed a simplified architecture to support change

2. Developed a platform enabling innovation & accelerated delivery via fintech integration

3. Applied human-centric methodologies & principles

4. Proved the viability of the solution

Key metrics

1. Home loan Optimisation results

   • Loan application completion reduced from average 25 minute completion to 2 minutes

   • Form automation: Increased from 5% automation to 40% automation

   • 20% of component reuse across journeys

2. Savings accounts results

   • 2 click account application completion (reduced from 19 clicks)

   • 95% form reduction leveraged from known information of existing customer to reduce form length and user input

   • 1 page form application (Reduced from four pages)

Why it Matters

Developed a simplified architecture to support change across three user journeys that enabled ANZ to reduce the operating costs while reinventing the overall experience for both customers and employees which resulted in Capgemini being awarded with A 5 year engagement to redesign and re-architect the future ANZ banking experience.

Reflections & Learnings

When I joined, the design direction had deviated from business objectives, as key requirements had not been fully considered in earlier decisions. This experience reinforced the importance of staying aligned with project goals and continuously reassessing direction throughout the design process.