Research | Design | Design Thinking | HCD

BANKWEST WERE SEEKING TO PARTNER WITH AN EXPERIENCED DESIGN CONSULTANCY TO CONDUCT A COMPREHENSIVE DISCOVERY ENGAGEMENT THAT WILL UNCOVER THE NEEDS AND MOTIVATIONS OF CUSTOMERS AND INFORM THE DEVELOPMENT OF AN OVER-ARCHING STRATEGIC VISION FOR ROLLING OUT THE DESIGN OF A LEADING BANK WEBSITE THAT WILL PUSH INDUSTRY BEST-PRACTICE AND SUPPORT FOR USERS THROUGH AN INNOVATIVE ACQUISITION AND ENGAGEMENT PROCESS

To comply with my non-disclosure agreement, I have omitted confidential information in this case study. The information in this case study is my own and does not necessarily reflect the views of the client.

 
 
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The challenge

To discover how we can bring a more human experience into the Bankwest website and its services. In doing so, we improve customer acquisition, enrich the retention experience and in turn drive advocacy.Using Customer-led research we wanted to understand:

  • What customers are thinking and feeling
  • Uncover opportunities throughout the customer journey
  • Identify what, when and how we should communicate with customers
  • Create concept designs which show the ideal experience for customers on the public website

 

the approach

Alignment and immersion, understanding the problem space and what is currently known to the business. To start off, we conducted a stakeholder workshop to extrapolate all the knowledge and information from the varying businesses within the bank. Part of this exercise is to help the team understand the landscape and known challenges or unknown questions from the client. We also gain insight into their perception of customer archetypes and goals or concerns they might have.

 

immersion

A series of in home interviews were conducted across key segments in order to understand the current landscape of Bankwest customers (and non-customers), focusing on their needs and behaviours when it came to dealing with their banking and finances.

Following these interviews, a series of workshops were held to develop and later prioritise potential initiatives to overcome key (new and current) customer challenges as observed during the research and to also capitalise on opportunities that were identified.

 

customer journey mapping

The accumulation of the research synthesis helped us formulate an understanding about customer behaviours when obtaining and establishing a relationship with the bank. We discovered that customers tend to reach out to other sources (online and offline) to gather, validate assumptions and often be influenced by those sources. Often times engaging the different banking shop fronts to find information relevant to their current situation and financial circumstances.

 

defining the right problem - cvp and scenarios

The team were now armed with plenty of insights from the immersion phase. What we wanted to do now was map this data onto the CVP canvas. This exercise really helped to illustrate the jobs to be done from customers and problems or barriers they were faced with.

 

opportunity space

The opportunity for Bankwest then is to be more present and relevant throughout the customers’ life stages and the periods in between. Being present and relevant would mean the intelligent and appropriate use of customer data, delivering the right information at the right time. The intent would be to empower the customer and make it easy for them to manage their finances, very much like a coach or a concierge.

 

experience principles

The creation of the design principles were created for the purpose of having shared guidelines that reflect the core design values and vision.  They are meant to continually remind the team what kind of user experience they should be striving for, and help make informed design decisions.

 

design and concept testing

Concepts were created collaboratively in a series of workshops, using the findings from research and stimulus for the activities. We took these outputs and started rough with sketches, progressing to clickable pages we could put in front of people to understand if we were on the right track, and if not, still be in a position to pivot.

 

the outcome

Research and design assisted in visualising the ideal online experience for customers (retail and Small Business). The project team was given a vision that articulated the experience promise and principles.