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
Creating a feature roadmap was beneficial for cross-disciplinary teams in Westpac as it provided a clear overview of the product offerings for those unfamiliar of the product, it also provided value by:
Enabling teams to achieve a deeper understanding of the interconnectedness and interdependencies within the product
Identifying critical dependencies and offering a clear visualisation of areas for growth and improvement.
Helping the team better grasp future initiatives and streamline planning efforts
Including a colour- coding system to distinguish between existing features and those slated for implementation
User Journey Mapping
Creating a user journey map for the Worldwide Wallet Westpac product enabled the team to:
Enhance understanding of the user groups and process and product flows
Visualise the user experience, identified pain points, and uncovered opportunities for innovation across desktop, mobile and in-person experiences
Promote 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
By mapping the UI screens across mobile and desktop against the same product offerings, this resulted in:
A visual representation of the current state across each competitor's pages
Thorough comparisons and considerations of various proof points, elements, and components present in the product
Provided valuable insights and a deeper understanding of the product's strengths, weaknesses, and areas of improvement
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.
