Project Gallery

Here are some projects I worked on

Black Brush Stroke Scribble

Design Sprint for Superannuation to Pension Transition

Project Overview

MLC faced a challenge with customers transitioning from superannuation ​to pension products. The complexity of MLC's process led to a high attrition ​rate, with many customers switching to competitors like Australian Super. ​This project aimed to simplify the transition process, improving customer ​retention and satisfaction.


Outflows from customers aged 50+ without financial advisers were a ​growing business concern.

My ROLE

As the Head of Experience Design, I led a multidisciplinary team including ​a service designer, a commercial viability specialist, and representatives ​from the contact centre, sales team, product, and technology.

DISCOVERY PHASE

Our initial research included:

  • Mystery shopping calls to ​competitors, revealing a simpler ​experience with them.
  • Mapping customer journeys, ​highlighting pain points like long ​phone interactions, complex ​paperwork, and confusing investment ​choices.


KEY CUSTOMER INSIghts

Hand Drawn Speech bubble

This is my life’s ​savings, I’ll never ​earn another dollar.

Hand Drawn Speech bubble

Are you making this ​tricky for me on ​purpose?

Hand Drawn Speech bubble

I’m terrified of ​making a mistake

Design Sprint Methodology

We conducted a 5-day Design Sprint involving ​Experience Design, Call Centre, Technology, ​Product, Viability & Phone Advice teams.

Day 1

Understand

Day 2

Ideate

Day 3

Decide

Day 1

Understand

Day 4

Prototype

Day 5

Test

Features Tested

Lessons Learned

  • Phone-Based Application Completion
  • Pre-Populated Customer Details
  • Instant Identity Verification
  • Two-Factor Verification
  • Default Drawdown Strategy
  • Default Investment Option
  • Ported Beneficiary Details
  • Intra-Fund Advice (Failed)


  • Flat structure accelerated decisions.
  • Cross-team collaboration improved.
  • Early customer testing is a game changer.

Impact

Our solution provided a roadmap to streamline the pension transition ​process, enhancing customer satisfaction and retention.

North Star Concept: Seamless Start-Up

Project Overview

The customer journey programme was introduced as a new delivery ​model within NAB, focusing on customer-led and Agile methodologies. At ​the time, I was leading the Experience Design Team within NAB's ​Superannuation division, MLC. This programme represented a significant ​shift for the bank, aiming to deliver change more effectively and customer-​focused.

My ROLE

As the Head of Digital Experience, I played a crucial role in mapping and ​the customer journey, ideating and validating concepts, working closely ​with internal stakeholders and BCG Digital consultants.

DISCOVERY PHASE

We established seven customer journeys across the bank, with MLC being ​one of the two pilot journeys.




Our MLC persona 'Bec,' a 30-year-old with low ​engagement in her superannuation savings and ​multiple low-balance accounts, served as the focus.



Baseline Journey mapping

Entire customer lifecycle ​mapped for all channels


KEY CUSTOMER INSIghts

Hand Drawn Speech bubble

I really should be on top of ​my superannuation; ​however, it has not made ​my priority list to address.

Hand Drawn Speech bubble

I find the application ​process time-consuming ​and complicated with too ​many options.

Hand Drawn Speech bubble

Even if I was to engage ​with my superannuation, ​I’m not sure what I’m ​supposed to do to get it in ​order.

Hand Drawn Speech bubble

After I signed up with MLC, ​no one from MLC follows ​up with me around my ​account.

IDEATION and TESTING

With baseline customer input, funding opportunities, and the chance to ​lead ideation for the future state, concepts were developed and tested ​with customers. As digital solutions emerged as a preference, my role ​evolved to include leading the digital teams within the Customer Journey ​programme.

CONCEPTS DEveloped

  • Simplified online sales form with a streamlined investment menu
  • Personalised 'Next Actions' to-do list displayed upon login
    • Consolidating other super accounts into the MLC account
    • Notify their employer of their MLC account
    • Nominating beneficiaries
    • Progress bar
  • One-click application from NAB Internet Banking
  • Straight-through processing to authenticated exit


Lessons learned

Many of these ideas were previously explored within the Sales and ​Optimisation team but were parked due to lack of funding. The ​opportunity to connect them with broader customer mapping, insights ​and funding allowed for their realisation.

Impact

MVP 1 of Seamless Start-Up became the most commercially successful ​North Star concept across the seven journeys, delivering a $117M Year-on-​Year increase in fund inflows via the Digital Channel