First State Super App

First State Super, a truly member-centric organisation with a mission of providing a better future for all Australians, relied on their website and call center as primary member relationship channels. First State Super embarked on creating the best-in-class mobile product in the market with an experience that members love and become advocates of. The app design was to be inclusive to cater to the wide range of target member demographics and enable members to take more active control of their Super. Another key design challenge was the fact that Superannuation products are in general extremely low engagement in nature.

The 'weekly member touchpoint' philosophy adopted during the design sprint had over 500 users actively shaping the app experience through participative research and design validation methods. The team pushed the limits on bringing together the best of design thinking, user-centered design, design strategy, and crowdsourced experience decision making to prototype not just core utility capabilities but also intuitive interactive visualisation tools and smart nudges that were aimed at providing members with more visibility (future projections) and control over their Superannuation. The experience strategy was centered around providing the ‘easiest way to grow your Super and retirement, anywhere and anytime’.

Since going live mid-2019, the app has helped achieve the member experience transformation goals for First State Super. The app exceeded the KPI forecast well ahead of the planned timeline with over 40% member logins coming via the app within the first 4 months. The app also has a 200% increase in the engagement compared to the web channel indicating a clear active user engagement. The ease of use of the app has resonated well with the members and the DrivenX Gold award was an outstanding industry recognition for an app that was designed and built within 5 months.

The mobile apps serve as the foundation for a highly secure and performant digital interaction touchpoint for future scalability of both product capabilities and new emerging channels for First State Super. The goal of the app is to make it as easy as possible for members to engage with their super fund and to make Super an enjoyable experience. The majority of the members work varied hours meaning that the traditional way of engaging with their super fund to maximize their retirement, simply isn’t available to them. Key capabilities of the app include - Secure and seamless login experience - Glanceable smart dashboard - Overview of member’s super balances for 6 years of historical data - An Investment allocation graph to educate members on their funds' investment stratagems - A quick overview of personal details and easy ability to share membership details with an employer - Easy access to current and historical superannuation contributions and deductions - BPAY details to make contributions easier from the app - Ability to initiate consolidation of accounts - A seamless way of contacting First State Super for an enhanced relationship with the brand