Westpac Branch Transaction Account Opening

Year: 2015
Client: Westpac Australia
My Role: CX Senior Consultant
Project time: 5 months, including Research, Concept Design and Development

THE CHALLENGE

The key question was, if a new customer can open a transactional account online in 5 minutes, why in branch takes 45?

The current systems, processes and KPIs in place were making it very difficult for personal bankers to be more efficient with their customers, especially with those who knew what they want and only had little time to do this in branch, e.g. during their lunch break.

The business wanted us to optimise the workflow and reduce effort for branch staff, leveraging the existing online process and improving the customer experience in branch.

THE APPROACH

Among the activities we did were:

  • Research (in-branches)
  • Journey mapping
  • Sketching
  • Concept design
  • User journeys
  • Prototyping   (contact me for access to it)
  • User testing

I worked together on this project with a partner agency whose main focus was the discovery research in branches and the mapping of the as-is and the recommended journey maps, while I focused on driving the concept design, creation of artefacts (in this case a prototype) and user testing.

Taking an active and proactive approach was essential to keep other departments, such as compliance, legal and change management, engaged. All this while actively collaborating and working together with the core agile team of product owners, BAs, scrum masters and developers.

THE OUTCOME

As a result the new ‘streamlined’ process (as personal bankers would describe it during testing), made it possible to open a transactional account with a cross-sell of savings account in branch in less than 10 minutes!  This did not only beat all expectations with the less time requirement but also allowed personal bankers to spend more time in helping customers on-boarding and setting up their online accounts rather than dealing with the old disparate systems.

Early concept - User Journey
Early concept – User Journey
Create customer page of recommended flow after 3 rounds of testing
Create customer page of recommended flow after 3 rounds of testing
Create customer page moved after integrating Legal and Compliance requirements
Create customer page moved after integrating Legal and Compliance requirements
Calculated screen guiding bankers to prompt their customers to download the app
Calculated screen guiding bankers to prompt their customers to download the app
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