Redesigning a responsive and accessible pension join experience for Australia's biggest superannuation fund.

Client

AustralianSuper
2019

Brief

Improving AustralianSuper's digital experience by enabling 100% digital self service and servicing for members and employers'.

Contribution

User  Experience – User Interface
User Research – Documentation
Accessibility – Project Management

Site

AustralianSuper

Background

AustralianSuper needed a consistent and cohesive digital system to stay competitive in the constantly changing superannuation industry. The main goal was to improve the digital experience for members and employers by offering 100% digital self-service and support and simplifying the sign-up process. As a result, the new system allowed members and non-members to open a Choice Income account online in a much more convenient and streamlined way. 

Opportunity

The initial join form was a lengthy and unpleasant sign-up process, taking around 20 minutes to complete. This resulted in a significant number of users dropping off during the process and contacting the customer service centre to report their inability to finish the form. Additionally, the form lacked proper guidance, leaving many users unprepared, resulting in a low completion rate and conversion for AustralianSuper.

Business goals & focus

We collaborated with our internal team, client, and an external research agency to design a complex modular form in Sitecore, leveraging their insights and using existing Sitecore components for build efficiency.

01

Reduce the number of members who withdraw funds in a lump sum at retirement. 

02

Improve the Choice Income application process by streamlining the experience, and simplifying the application.

03

Help members achieve their best possible retirement outcomes with AustralianSuper

04

Increase awareness and educate on the value of maintaining an AustralianSuper account upon reaching preservation age and in retirement.

Process

We collaborated with our internal team, client, and an external research agency to design a complex modular form in Sitecore, leveraging their insights and using existing Sitecore components for build efficiency.

Lo-fi

By adopting a component-based approach, we were able to increase our efficiency and flexibility in designing the layouts. We began by building a base and then added components to the existing system as we designed them.

Visual design phase

The visual design exploration phase was an iterative process that involved receiving feedback from stakeholders and end-users. Based on this feedback, we refined the designs to reach a final visual design direction that embodied both aesthetics and functionality, accurately representing the brand and product values that emphasized utility and function.

Accessibility at the forefront

Every component we designed was carefully crafted to meet AA accessibility standards, ensuring that all abilities could effectively accomplish their tasks. 

Outcome

60%

Increase in the effectiveness of the new form.

72%

Completion rate compared to only 48% in the old form.

10-minute

Completion time compared to 20+ minutes in the old experience.

Opportunities

After successfully redesigning our platform, we have also applied the same approach to revamp the Pension Join Form, creating new opportunities within the business.

Some things I learnt

Understanding the unique challenges and requirements of the superannuation industry, navigating through compliance regulations, financial intricacies, and aligning these with diverse user expectations.

Creating accessible and inclusive experiences to meet the needs of a diverse pre-retiree and/or retiree user base, including those with disabilities or special requirements.

Enhancing skills in prototyping, user testing, and iterating designs based on feedback and data-driven insights to continually improve the user experience.

A deeper understanding of the superannuation industry and financial services sector, including trends, challenges, and opportunities, to inform future projects.