Transforming the banking service experience into a desirable flow
Note: Screenshots of my work are low resolution to protect the information, each artefact offers a glimpse into the service design projects I've worked on providing a sample of my capabilities
Westpac Service Design Artefacts
Feature Roadmapping
By developing a feature roadmap, my artefact enabled the team to achieve a deeper understanding of the interconnectedness and interdependencies within the product. It facilitated the identification of critical dependencies and offered a clear visualisation of areas for growth and improvement.
This roadmap was instrumental in enhancing the teams comprehension of the product's lifecycle from discovery to launch.
Additionally, I introduced a colour- coding system for the roadmap, distinguishing between existing features and those slated for implementation. This visual differentiation helped the team better grasp future initiatives and streamline planning efforts.
User Journey Mapping
By creating a user journey map, my artefact enhanced team understanding of the user, visualised the user experience, identified pain points, and uncovered opportunities for innovation.
It promoted collaboration and aligned stakeholders, providing deep insights into user needs, frustrations, and motivations.
Synthesised complaints overview
I conducted fortnightly interviews with the call center team to identify current pain points with the product.
Following these discussions, I consolidated the insights into a table format and categorised the data into actionable items.
This organisation allowed the team to prioritise initiatives more effectively.
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Complaints converting into actionable items
I synthesised over 500 customer verbatim complaints, organising them into an affinity diagram to clearly categorise and distill them into seven simplified problem statements. This process helped in identifying key categories and subcategories, enabling a more targeted approach to addressing customer concerns.
Competitor Analysis
By creating a competitor analysis, it allowed our to team effectively identified the strengths and weaknesses of our product, gaining valuable insights that guided our prioritisation of key areas needing development to drive growth.
My artefact focused on examining perks programs, rate limitations, and fees implemented by competitors, which provided the team with a clear understanding of the aspects of our product that required refinement and enhancement. This targeted analysis was valuable in pinpointing areas for improvement and strategic adjustment against competitive products.
Competitor Analysis Synthesis
This artefact proved to be an invaluable tool as it mapped out the visual representation of the current state across each competitor's pages. Through this comprehensive mapping, it allowed for thorough comparisons and meticulous considerations of various proof points, elements, and components present in the product.
By analysing these aspects in relation to the competition, it provided valuable insights and a deeper understanding of the product's strengths, weaknesses, and areas of improvement. Ultimately, this artefact served as a guiding resource, aiding in informed decision-making and strategic planning for the product's future success.
Page Optimisation - Product Page
I created mockups based on user research, interviews I conducted, secondary research, and competitor analyses to develop an ideal wireframe for the product page. This included written briefs for handover to XD and product team to gain a better understanding of the project scope.
