The problem and hypothesis

How to improve a fragmented, impersonal and confusing experience

The strategy we were presented with was that many of the Banks exisiting customers leave the Bank when it comes to taking out a mortgage. Our research told us that customers flocked to mortgage brokers to get help cutting through the complexity of a home loan. They saw the broker as a single point of trust between the Banks and real estate agents and sought their help in an otherwise.fragmented, impersonal and complex experience.

With this in mind our goal was to build a platform that would help improve transparency, reduce complexity and return a sense of control to customers looking to explore the property market. We wanted to make the process less daunting by offering first time and subsequent buyers a way to help them with all their end-to-end buying needs. To integrate it into our existing banking platform and make it much easier to engage with.

CommBank Property

Available on iOS and Android

Experience design lead / manager for the development
of the Banks innovative new property platform.

Overview of my role

As the experience design director I lead the design team working on the Banks new property platform that covered a number of projects. We began as a small team researching insights that would help us develop a customer-centric approach to the business problem. This allowed us to develop a new service proposition, new products, and a new vision for the Bank. We rapidly prototyped and tested these to ensure they would deliver business objectives while meeting our customers expectations through an innovative new property experience.

This was presented to the executive stakeholder team to secure funding to allow us to begin the development of this project. We then finalised the scope of work and began building a large multi-discipline design team across a number of different projects. These included the development of an iOS and Android App, customer facing financial tools, new products and a service design proposition. We set ourselves an aggressive timeline with a number of milestones that needed to be achieved, the success of the project came from our ability to deliver.

Strategist

Working closely with the business we developed an innovative new product vision focused towards delivering real value to customers throughout their product engagement journey throughout the lifetime of the service.

Owner

We defined the product by evangelising the user needs while balancing the business goals. I worked effortlessly with the team to prioritise and negotiate the product features.

Designer

I lead the UX and UI design teams as well as working within these design teams. I was hands on with the wireframes through to the final UI design and pattern libraries to bring the product to life.

Leader

We developed a lean UX methodology to enable the design team to collaborate closely with our engineers to deliver an design and code at the same time to dramatically increase our work capacity.

Mentor

My role included the mentorship to a number of design resources within the program. I worked effortlessly to raise the standard of work by helping improve their approach to design.

 
 

Lean design methodology

The design and implementation of a faster, smarter way to work

Experimentation
and discovery

Design, learn and
development

Delivery and
ongoing iteration

The purpose of the discovery phase is to create a compelling and tangible product vision, strategy and prototype. By using market research to help define features, target users and business ROI targets we create rapid, iterative prototypes to test the hypothesis to ensure it meets user needs.

During this work stream the team designs, tests and delivers the minimal viable product, ready for launch. The hypothesis goes through iteration and experimentation to ensure it's positioned to ignite widespread user interest with advocate users.

We seek out and respond to user feedback to influence the ongoing development and evolution of the product experience. From the product features through the the hypothesis business goals we constantly evolve the product to ensure that it successfully attracts the target audience and meets or exceeds the business targets.

Project
Kickoff

Vision
Prototype

Rapid, Iterative Prototyping

Disrupt

Evolve

Extend

Minimal Viable Product (MVP)

Evolved Prototyping

BETA Integrated Back-end

ALPHA

 

Developing user personas

Conducting in-depth research to better understand customers needs

We identified three core groups of users that we wanted to target. Coasters being those who were less engaged, optimizers who were incredibly engaged and couples who

wanted to share the experience with their partners. The unique behaviours that each of these groups displayed helped us define how our features needed to work.

The coasters

Decisions in cruise control

Feel like they are on-track and have a simplified system in place to allow them to reach their goals. Are more likely to take advice from someone they know, so trust is essential.

Key insights & behaviours

  • Are neither rich nor poor.

  • Parents taught them to enjoy life, not just to survive.

  • Are established in their financial management, are really only hands on when they need to be.

The optimizers

Balancing today & tomorrow

Are financially confident and like to take control. They will strive to get the best possible outcome when it comes to fulfilling their dream of owning property.

Key insights & behaviours

  • Like controlling the ins and outs of their finances at a micro level

  • Want to ensure they get the best possible deal without compromising their lifestyle.

  • Are confident in day-to-day finances and always looking at ways to better optimise them.

The couples

Big decisions require teamwork

Buying property is a big decision and one that they want to do together. Sharing the experience is a must to help them better understand their combined financial capacity.

Key insights & behaviours

  • Have just begun to look at their finances together rather than as individuals.

  • Want to keep learning about how to better manage their finances; don't want to wait anymore.

  • Prefer to deal with someone they trust and have a good relationship with already.

 

Understanding user needs

We continuously mapped our users emotional states throughout the design process

By developing an in-depth research plan we gained deeper qualitative insight into customers' pain points throughout the buying process. This allowed us to better understand their emotional levels throughout the journey to uncover where the biggest improvements needed to happen.

Awareness

To discover how CommBank's products and services can satisfy my needs and goals.

Support discovery

Provide relevant messages

Appeal to emotional states & aspirations

Consideration

To get to a shortlist of products and services based on a set of criteria.

Distinguish  value
proposition

Be transparent

Support peer conversion

It also allowed us to communicate the severity of the current process and support conversations throughout the design process. This approach to research was a major breakthrough for us and it helped ensure our focus was on improving the overall product and service.

Evaluation

To confirm if the product or service is the best fit.

Allow exploration

Contextual choices

Commitment

To apply with ease and receive the product and service as expected - without having second thoughts.

Increase efficiency

Be immediate

Manage expectation

Reassure the purchase

Target
user state

Assisted

Excited

Hopeful

Confident

In control

Excited

Confident

Accepting

Confident

Determined

In control

Assured

Knowledgable

Accustomed

Current
user state

Skeptical

Establish our
buying needs

What type of buyer are you

- Live in

- Investor

- Not sure?

Am I buying alone or with someone else How much do I/we know about the process?

What do you know about me that makes the experience unique to me.

Unsure

Overwhelmed

Bothered

What could
we afford?

How can I figure out what’s my buying capacity?

- Calculators

- Expenses How much deposit do
I/we need?

What can I/we afford to repay What suits my current lifestyle

What do we need to consider

What could I/we really afford? Benefits of buying what you can afford now Be patient with your search Don’t let yourself feel pressured How to negotiate the sale

Do your homework on the property

Finding someone that’s willing to help

Who can we speak with to get honest help

Understand
 all the parties that need to be involved

Hopeful

What’s the right property for us

What should we search for

What suburb should we be looking in

What property type suits our price range

What property features are important

What could the rental return be

What are the suburb insights and growth

Getting to see the property

Managing the inspection times

How to get to the inspections

Priortising multiple locations

Managing my calendar

Now thatyou’ve found the right property

Are we ready to buy the property

Who else might be interested

How are they going to sell the property

When is the auction/sale

Frustrated

Bothered

Frustrated

Missing out on the property

What factors caused us to miss out

Do we need
to reset expectations

Are we still looking for the right thing

Is this still the right area 

Disillusioned

Unconfident

Going back to the drawing board

What was our plan B

Resetting our expectations

Understand 
the market better

Readdressing our price range

Getting better prepared

Understand 
how to buy property

Understanding the value of the market

The difference between going to auction and making an offer

Understanding how to bid at the auction

Using an agent to help your bid

You got your place, what comes next

Organising conveyancing

Organising pest and building inspections

Securing the  financial loan

Organising insurance

Tracking the loan process to ensure it goes smoothly

Finalising the contracts and paperwork

We’re under contract what’s next?

Make the final property checks

Paying the stamp duty on the sale

Understanding and paying rates and strata fees

Collecting the keys to your new property

Celebrate and congratulate the users effort 

Moving in or renting out your new property

Budgeting to move house

Redirecting your mail

Responsibility of a landlord

Finding someone to manage your property

Finding new tenants

What to look for in a tenant

What rent should I/we charge?

Confused

Overwhelmed

Non existant

Disoriented

Transforming an entire eco-system

Improving every interaction between our service and our customers

This work showed the organisation they would need to transform the entire model for how they engaged their customers in the mortgage space. To assist them with this we also developed a customer engagement framework that would shift the Banks focus from new products sign-up to servicing existing products through management and tools.

This would help strengthen the Banks customer value proposition. It outlined a product eco-system that consisted of a new flexible mortgage product, App and desktop experiences, a responsive mortgage application, shared user experience, mortgage calculators and a number of product management tools.

New loan
product
Property search
Native App
Desktop experience
Mortgage calculators
Responsive application
Shared experience
Ongoing services

Designing the right features

Rigorous design and testing of numerous features to ensure we met user needs

Activity based cards allow users to
browse property information faster

Interlayer financial data to enhance the property search experience

Easy-to-read articles to help educate users on the buying process

In-dept contextual calculators to help users get market ready

Use real-time financial data to provide accurate financial positions

Informed property search

Reshaping the way users view property to allow for smarter financial decisions
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The latest properties

Up-to-date property listings sourced from Australia's leading real estate sites.

Overlayed financial data

Users can access a properties full valuation and see the loans repayment breakdown by simply signing into the App.

Suburb insights

In depth financial data on how properties perform in the suburb, allowing users to evaluate an area's long term performance.

Making the home buying process easier

Delivering useful features that help users with their everyday banking needs.
Property-App-extra-1.png

Projected growth

For the engaged investor the App includes rich financial data to help them better understand the market. The App also included this data into the budgeting and repayment calculators to help investors their ability to borrow and repay mortgages on investment properties.
Property-App-extra-4.png

Transparent financials

The Bank offers their property valuation data to all users that set up a profile within the App giving property seekers a valuable head start in the property market. Additionally for those users who use the calculators the App offer them further security with in-built pre approval.
Property-App-extra-2.png

Plan your viewings

With inbuilt property viewing times, inspection calendar and messaging functionality users can easily plan and manage their ability to check out properties and chat with real estate agents. We also allow users to speak with lenders and local branch managers to help make the borrowing process run smoothly.

Integrated financial calculators

First of their kind calculators that sync with customers financials validating the loan application
Sync with accounts

When users log in the calculators access their account and pre load income and expanses making them much easier to use.

Validate the loan

Once used users info is saved against their profile and synced with the loan application for automatic loan approval.

Simplify the process

These smarter calculators make the entire process of applying for a loan twice as easy.

Intuitive App flows

Minimal easy-to-use interface design that delivers impactful results quickly

Colours and typography

Defining a modern type face and new colours to refresh the CommBank palette

Aa

Roboto thin

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Roboto light

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Roboto regular

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Roboto medium

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Roboto bold

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Roboto black
GRADIENT
1A3F61
157EBC
HEX CODE
FFCC00
HEX CODE
1A3F61
HEX CODE
157EBC
HEX CODE
00AEEF
HEX CODE
636363
HEX CODE
A7A9AC
HEX CODE
EFEFEF