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"Making choosing the right bank when moving to Australia simple"
Almost half a million people migrated to Australia last year - bringing our country a diverse range of workers, students and new businesses. All of them needing to transfer money into Australia from another country. It can be daunting for the immigrant, learning the customs and financial system of a foreign country. This redesign aimed to make the navigation of these challenges, simple.
Design
MY ROLE
This project took place in middle of 2015, where I contributed as the sole UX / UI Designer.
My vision was to create a place where immigrants could easily find out what account was right for them. Also making the process of transferring the money to Australia simple and easy.
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
My Role
CASE STUDIES
Through research, interviews and workshops the website seeks to firstly encourage people to get an account with Westpac and demystify the process of moving to Australia. The main personas are everyday banking, student and business banking.
Westpac Homepage
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This panel depicts the three main personas: Everyday, Studying and Business. It allows the user to jump to the information that is relevant to them quickly.
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This website uses long-scrolling as they create a linear step-by-step format that matches storytelling.
It is easy to scroll than to click. The pattern of new and familiar features builds a rhythm that gets the user wondering “what will happen next.” This can be an engrossing experience that the user won’t want to leave.
The next panels tell the story of who Westpac is and how they can help. It relates to a main persona concern - is this bank reputable? We let the user know what are the benefits, the “Apply Now” panel is revealed and how to contact Westpac is revealed, now interest has been raised.
Homepage
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“Get Account” is always visible and accessible on the sticky navigation. As the website is being automatically translated into different countries, using words that are straight forward and succinct that will not be lost in translation
The navigation is sticky. Research shows that sticky navigations are 22% quicker to navigate as users were able to find what they were looking for faster when they didn’t have to scroll back to the top of the page.
The categories is what the personas found most important when choosing a bank: Choose Your Account, Why Westpac, Living in Australia, Moving Checklist and Find Us.
“Find us” is used rather than “Contact Us”. For the personas, it is important where the branches are in relation to where they are currently. Are there branches in their current country and where branches are when they move to Australia.
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Each main persona: everyday, student & business would have a page using this structure, but with information pertaining to that persona.
The long scrolling format is implemented as scrolling keeps users in their reading flow. They scroll to continue reading until they read the end of the page. Clicking breaks the user’s reading flow because after they’re through with a page, they have to stop and click the link to the next one. Users also don’t have to wait for a new page to load, which can further break reading flow. All they have to do is scroll to the next section.
The story begins with the header and a statement that shows the persona empathy and understanding combined with a clear call-to-action to “Get An Account”
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Personas indicated that their main interest in looking at the site was to view accounts that were available at the bank.
This is why comparing accounts is the first panel of information in the story. They are paced in tabs so that the user can easily compare between accounts offered. As personas can experience a gap in wages and the cost of moving, the details of the account are vital.
Information is housed in an accordion. It can be clicked to reveal or hide content associated with them. It is one of many ways you can expose content to users in a progressive manner. Allowing people to have control over the content by expanding it or deferring it for later lets them decide what to read and what to ignore.
Persona Page
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"Why Bank With Us” & “Here’s how to get started” are in cards. Cards organize information into highly relevant bursts of content, allowing users to dive deep into their interests quicker and makes the content scannable. By having less than 4 cards, it makes the process seems simple and does not overwhelm the user.
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The story we are telling on the page have been created to solve pain points personas have.
Compare our tailored migrant accounts - allows the user to see the details of the accounts to get the best deal for them
Why Bank with Us - shows the stability and benefits Westpac have
Testimonials - shows how the bank have helped others move to Australia seamlessly and their understanding of the user's financial transition to a new country
Here’s how to get started - shows in easy steps what is needed to move funds to Australia, empowering the persona with information. This solves an important pain point for the persona
Apply Now - the persona understands the benefits and process involved. They are now ready to apply for an account
FAQ - answers questions that not been addressed
Video - can evokes more emotion than words. The persona can imagine themselves in the shoes of the participants of the video
Other Great Products - responds to business objectives, showing other products like superannuation that they will need in Australia
Find a Westpac & ATM near you - proximity to ATM and banks is important to the persona. Will they money be easily accessible?
Exchange Rates - a benefit of transferring money before a move to Australia is to convert money when the exchange rate is favourable.
Contact Us - Now the user is interested, they can start the steps of getting an account.
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Persona Page
Case Studies
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