"Westpac re-launches Davidson Institute - Australia's First School of Money"
Westpac re-launches Davidson Institute, a portal that gives financial advise to men and women through webinars. These webinars are designed to help Australians make more confident financial decisions in Business, Personal and Community.
MY ROLE
This project took place in early 2015, where I contributed as the sole UX / UI Designer.
My vision was to create a place where men and women could increase their of knowledge of finance through webinars. I was responsible for leading requirement & ideation workshops with clients, user research, creating personas/archetypes, task models, wireframes, prototyping, information architecture, content strategy, art direction, testing and UI design.
Discovery
Business Requirements
Research
Persona / Archetype
Analytics
Design
Sketching
Wireframing
Prototype
Validation
User Testing
Amends
UI Design
Visual Design
Usability Review
CASE STUDIES
Westpac wanted to make financial literacy accessible to men and women, regardless of their level of experience through webinars that was housed in a sleek and modern online portal.
The main issue was how to educate users on what a webinar is and how it differs from an everyday podcast. Webinars are unique, as it is a ‘live’ event. People tune in a particular date and have the ability to ask questions to the “host”. The ‘live’ nature of a webinar also posed difficulty - as people expect content to be consumed on demand. People have busy lives, and it was essential that the webinar be placed within their diaries. Although the main purpose of the website is for "live" webinars, a recorded webinar will also be available.
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Once the user understands what a webinar is - a calendar of future events is presented.
Using a carousel, the user can browse though what events that are coming up. The topic category is colour coded for easy scan-ability for the user.
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Research created the information hierarchy in each calendar event.
The category is first in the hierarchy and further supported by the speaker's details. This let’s the user know the expertise that is hosting the event.
Once the user’s interest has been sparked, the time and date is given. If the user is interested they can click through to the detail page for expanded information on the webinar or go straight to enrolling in the event.
Homepage
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A homepage is a gateway to a site’s content and dishes the first taste of what a website offers. A visitor may leave in seconds if the website doesn't impress - so the homepage must deliver the primary message quickly.
The first message that is presented to the user on the homepage is topics on offer from the website - Business, Personal and Community. This allows the user to immediately can jump into the topic they are interested in. The topic category is colour coded and each subject uses an icon for easy scannability for the user.
One of the main ways to engage a user on the benefits, is through story telling. I used a long scrolling website format.
Long scrolling offers unique opportunities for story telling that page-by-page navigation can’t match. The technique gives the user more control over pacing and the continual immersion avoids the detrimental lag between pages. This tactic is geared towards discoverability, rather than goal-driven websites of e-commerce.
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The next two panels are devoted to explaining to the user what a webinar is and the benefits in easy clear bite-size communication. This resolves a main pain point for the user.
Research indicates that people read and consume content online by scanning and skimming a page, looking for highlighted keywords, meaningful headings, short paragraphs and a scannable list.
In a Nielsen usability test, it was noted that concise, scannable and objective copywriting resulted in 124% better usability.
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The header is an opportunity for Westpac to highlight any special events
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The topics are clearly shown to allow the user to find what they are looking for and housed in a tabs navigation to simulate a “channel surfing moment” - where users can browse though a list of topics.
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Each event card has the simplest of information - topic, presenter and if the event is “live” and the date of event.
If the user wants to dive deeper they can click the arrow button to find more expanded information.
Live webinars cards have the opportunity to either see even more detailed information or if interested they can errol now.
Recorded webinars allow the user to watch the recorded event without needing to go to the detail page saving a click.
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Listing Page
