Fintech

au-bank

Overview

AU Bank’s website needed to support an expanding portfolio of complex products. The existing experience made it difficult for users to navigate, compare, and make informed decisions.

We reimagined it as a scalable, intuitive system, designed to reduce decision friction and guide users from discovery to conversion.

The result: a clear, faster, and more engaging experience that improved understanding, engagement, and conversion.

Outcomes

  • +60%

    Increase in session duration

  • 2–3x

    Increase in lead conversion

Challenges

  1. Multiple products that didn’t give users clarity

    100+ offerings created cognitive overload, making navigation and discovery difficult.

  2. Complex and dense product information

    Users struggled to quickly scan, compare, and understand what the product was providing.

  3. Lack of guidance at key decision points

    Critical information like use cases and comparisons was missing from key decision points.

  4. Static experience limited engagement

    Minimal interactivity meant users couldn’t explore or personalise their journey.

Approach

  1. Scalable Architecture for Seamless Product Discovery

    To reduce navigation complexity across 100+ products, the information architecture was restructured.

  2. Designed for Clear, Benefit-Led Communication

    To simplify complex product information, content was structured to clearly highlight value and key benefits, driving conversion.

  3. Embedded Guidance Within the Journey

    To help users choose the right product, supporting information was embedded within the journey to improve understanding, build trust, and reduce drop-offs.

  4. Interaction-Led Experience Design

    Reimagined banking with interactive tools to create intuitive, engaging, and easy-to-navigate experiences.

01

Scalable Architecture for Seamless Product Discovery

Unified multiple product categories into a cohesive ecosystem, enabling seamless cross-navigation between services.
Standardised card-based layouts to enable quick comparison and scalable product listings.
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Structured the experience to support diverse product types, enabling seamless navigation across breadth and depth.
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Extended the information architecture to support journeys beyond discovery, including support.
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Integrated post-login journeys to drive continued engagement within the same scalable system.

02

Designed for Clear, Benefit-Led Communication

Product information is structured sequentially, revealing details progressively as users scroll.
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A consistent structure scales across tiers, with colour aiding differentiation while keeping content snackable.
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Offers are presented in bite-sized cards for quick scanning and comparison.
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An interactive benefits calculator helps users visualise rewards in real time based on their spending patterns.

03

Embedded Guidance Within the Journey

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Visual cues like colour helped users quickly identify and differentiate premium offerings.
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Contextual information like features, usage, and comparisons was embedded within the journey, reducing the need for external research.
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Supporting guidance was integrated to help users make informed decisions.

04

Interaction-Led Experience Design

Introduced interactive modules with subtle motion to make exploration intuitive and engaging
Used motion to guide actions and reinforce progress, transforming passive browsing into active decision-making.
Enabled users to personalise inputs and see relevant outputs instantly, with responsive and seamless interactions.
Bringing users' experience to life with micro-animated interactions.
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