Take the first step to transform macquarie.com.au into a needs-based retail shopfront, so that it is easy for people to engage with relevant content and increase the likelihood for conversion.
Scope
- Lead UX/UI designer
- Art direction
- Scrum lead for design stream
- Strategic direction
- Click rate optimisation
- Design system management
Discovery phase
Understand the needs of the business and our customers when interacting with the public facing sites and identify where these needs are not being met
Gathering business requirements
Meeting with product owners, developers and customer service personnel from across the business to align and agree on project deliverables and success metrics.
Workshop facilitation
Facilitating stakeholder workshops gave us a closer look at the pain points each team was experiencing with the current website and creating a wish lish of features to prioritise on the future sites.
Qualitative research
We used various research methods to understand the motivations as to what would make users switch banks. Observing and interviewing people across multiple products informed us about their habits and behaviours.
Knowing the strength of our competitors
Being actively across the latest industry trends as well as technology innovation, helped us to adopt new ways of complex problem solving.
Service blueprints
Identifying personas and archetypes' key workflows and identifying opportunity areas for improving conversion from public site thru to the originations forms and backstage processes.
Replays, showcases and demos
Conducting research replay sessions and showcases were an important tool, not only to help inform stakeholders of our progress but to capture any further insights ('voice of the client') that surfaced in that previous fortnight.
Key insights
Addressing customer needs is more important than ever
Ideation phase
Generate ideas that inspire newer, better ideas – with our design direction informed by data
Design jams
With our problem space and HMW statements clearly defined we set about rapidly sketching solutions using crazy8 method in a workshop with designers and developers.
Template framework
We locked down a template structure with clear page objectives to ensure consistency and ease of navigation.
Medium fidelity wireframes
With blue wireframes we created clickable prototypes and tested regularly using remote user testing tool usertesting.com.
Information architecture
We conducted card sorting and used tree jack testing to ensure our site was easy to navigate.
Customer journey
Refined our customer journey maps to ensure we had an ongoing asset to refer to.
Stakeholder feedback sessions
Again, throughout the ideation process, it was important to us to ensure that stakeholders were informed of our design decisions that was based on user feedback.
Delivery phase
Create a robust design system and governance model that will allow us to work efficiently as a team and scale our websites for the future
Art direction and implementation proudly done in-house by an exceptional team of designers. Prior to this project, macquarie.com.au was lacking a robust design system with inconsistent patterns and too many components.
The redesign allowed us to stock take components, align further with the secure online banking platforms and push the direction of the brand. Ongoing governance required the Design System to have its own JIRA board and agile ceremonies. The design and development teams would meet fortnightly to monitor the performance of components and showcase any suggestions on enhancements.
Results
The feedback
”Amanda steered the design team with great leadership so that any dev related questions were swiftly clarified and here was clear alignment between the dev, content marketing and design team which allowed us to hit tight sprint deadlines. I hope we work on another project soon.
Joanne KimBusiness Analyst, Accenture
”Great website that conveys a clear and well-articulated message. Format is excellent and the use of graphics with high contrast black and white text is very eye catching. Great site to use.
EdwardParticipant
”The website has a great presentation and feel to it, the functions are well presented and it was easy to know where to go next. At no point did I feel like the site was trying to confuse me with an over abundant amount of information.
AmyParticipant
”Nice and clear, easy to navigate and find the information I need. I definitely would use this site, especially the home loan calculators, I was surprised at how much I could save.
TomParticipant
The statistics
9
On time and on budget with a record-breaking achievement in CMS migration.
20
The average uplift in customer satisfaction scores across key workflows
4.0
Product and article templates achieving above average Customer Effort Scores.
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