Customer Experience is a huge focus area for ANZ, I had the pleasure of working on a number of exploratory projects to better understand their customers (and potential customers) in particular applications or life stages, as well as defining better ways of interacting with people at each of those life stages.
I worked with the wider customer experience team to for customer journey maps, and define a set of personas and scenarios for a new product offering and a website review. Being a bank it was very important for all of our decisions to be documented and well researched, which meant great value was placed on any primary research we were able to undertake.
Key activities performed:
- Customer Journey Mapping
- Digital Strategy
- Personas and Scenarios
- Defining 'How Might We' questions for ideation
- Stakeholder management
- Oversight/review of research completed
I was responsible for having a stronger understanding of the first home owner segment during a particular process on the website, and it was very interesting to document customer journeys and decision trees throughout the process in a simple and easy to understand manner.
From this research I also created a set of personas and scenarios, which were then used in conjunction with a series of ‘How Might We’ questions posed to stakeholders and subject matter experts to optimise the online experience and create a smoother customer flow. The end goal of the project was to take the pain out of the process and to allow people to enjoy their new homes as quickly and as easily as possible.
In adidtion to the user research completed, I also undertook an analysis of the current ANZ online presence, and compared this with a number of competitors. Evaluating the sites based on usability heuristics, ease of user and trends in user behaviour and expectations.
