St. George Mobile Banking Redesign

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  • 2015

  • Digital
    Interface

Designed By:

  • Westpac Banking Group - Customer Experience team

Commissioned By:

St George Bank (a division of Westpac Banking Group)

Designed In:

Australia

A design led business transformation, which has taken the customer experience from a simple ‘check and respond’ utility to a full service mobile proposition. Enriching the lives of our customers as they’re out and about, driving a significant return on investment.
The new experience has seen:
Double the volume opting into fingerprint login in first 2 weeks, for faster convenient access
Quick Balance set up increased to over 27,000 new users per week from previous avg. of 2,200 and setting a new record with over 500,000 uses per week
Over 10,000 favourite payments per week
Over 1,000 paper statements suppressed per week, three time the average
Over 200 screens & 40 features condensed into an elegant design


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  • CHALLENGE
  • SOLUTION
  • IMPACT
  • MORE
  • A human-centered approach to the design challenge has meant that over 40 features are elegantly and appropriately presented visually, without cluttering the limited space, resulting in customer feedback: “I love the fresh new look”. People are emotionally connected to their money, so moments of simplicity were created in the design through a considered use of gestures to reduce data entry and create delight in initiating a payment. “Love how you have incorporated swipe to select a payment.” A focused accounts dashboard also provides users with simple access to every major functional zone, making it an intuitive anchor point for all interactions, leading to increased discoverability and usage of key functions.

  • Designed to see an increased awareness and usage of all major banking functions, contextual services help to connect everyday needs to financial goals. The use of micro-interactions, placement and labelling improvements has seen Quick Balance registrations increase to over 27,000 new users per week from a previous average of 2,000. A considered grouping of functions has also meant that users are able to easily navigate their way around the design, discovering relevant features like Quick Pay. Developed from user research, it places favourite payments directly into the main view, where a payment can be made with just one tap. These are design choices, which continue to push the new benchmark in mobile design.

  • The interface design was created from scratch and entrenched in ethnographic research to develop an original concept not seen before in financial services. Its use of gestures to innovate the payment experience is also an original and unique design differentiation, with the compatible iPad Banking app having a world first 'design patent pending' for the innovative 'drag and drop' method to make a payment. St.George was also the first bank in the world to introduce biometric technology, enabling fingerprint login, which has seen a doubling in usage since the redesign. Other world firsts include the ability to submit an overseas travel notification and block both debit and credit cards in an emergency.

  • Underpinned by a well crafted design system, spanning multiple brands and multiple devices, giving our customers a familiar, but unique cross channel experience. With enhancements now taking days rather than months to deliver customer benefits to all touch points. Content has been professionally designed to be easily discoverable, scannable and actionable. Ensuring appropriate typography, layout, and visual hierarchy are used to aid the understanding of the information right down to the smallest detail like the left-hand placement of the account balance. Allowing customers to readily build a mental model of the information architecture as proven by the usage results.

    With over 300,000 downloads of the app in the first week, the redesign has increased the brand value of the company. We have seen a strong return on investment through the uptake and usage of features and functions that were previously not used. The new design helps customers in their everyday banking, providing greater interaction and delivering value back to our business as evidenced by our results: • 27K customers registering for Quick Balance per week (previously 2K) • 25% increase new account applications • Over 500K Quick Balance checks per week • 300% increase of uptake of eStatements • 25% increase in deposit account applications • 10,000 Quick Pay set ups each week