With over 40,000 views each day, and millions of dollars of revenue on the line, redesigning existing site content was complex and came with huge risks to revenue if we got it wrong. This work required developing a strategy to ensure Westpac utilised a deep knowledge of customer behaviour to improve design.

Background

Customer feedback told us Westpac online content for consumer financial products was second-rate compared to the other major Australian banks. We also knew the majority of customers went to the Westpac banking website when considering whether to open a new account. Our website was our number one touch point for customers.

Improving the bank's online content meant helping customers weigh up the benefits and financial impacts of each account, so they could choose the right product for them. My team was asked to redesign content patterns for core banking products. We started with Westpac's most popular cheque account product: The Westpac Choice Account.

The Goal

To re-design the product information pages so that customers would self-serve a product that was truly right for them.

The Project

The Westpac product pages needed to be re-designed so that customers would be matched to products that best met their needs and be supported in the product onboarding and use of the product. 

The Results

The win was a measurable decrease in the amount of products opened, but a higher revenue overall and a decrease in the number of unactivated accounts. 

When our team came to the project, it was clear page flows and content had been created from an internal business need. The design lacked cut through when seen from a customer’s perspective. Even so, there was resistance to change something that internal business units had been accustomed to for a long time. Page structures had been largely unchanged for years, but customer behaviour had moved on.