Title | COMMONWEALTH BANK RELAUNCH |
Brand | COMMONWEALTH BANK OF AUSTRALIA |
Product / Service | BANKING |
Category | J01. User experience (UX) |
Entrant | VML Sydney, AUSTRALIA |
Entrant Company | VML Sydney, AUSTRALIA |
Advertising Agency | VML Sydney, AUSTRALIA |
Name | Company | Position |
---|---|---|
Aden Hepburn | VML | Creative Director |
Mark Berry | VML | Senior Art Director |
Phil Beresford | VML | Senior Art Director |
Matt Geerson | VML | Senior Art Director |
Leo Kesselring | VML | Art Director |
Andy Mccloud | VML | Senior Art Director |
Rob Romine | VML | Lead User Experience |
Rob Aston | VML | Lead User Experience |
Giles Butler | VML | Front End Developer |
Daniel Peterson | VML | Front End Developer |
Remon Saddik | VML | Front End Developer |
Tim Fletcher | VML | Project Manager |
Making the site user-goal oriented – rather than a stuffy list of the bank’s products – means navigation is simple and intuitive, and makes dealing with a bank an unexpectedly enjoyable experience. Large, engaging panels, inviting lifestyle shots, user-friendly utility nav and easy-to-use product pages all contribute to making a visit to the site as rewarding and hassle-free as possible. Customer-Centric Banking is an online banking experience that continuously and seamlessly tailored and personalised to you – wherever you are, and whatever device you’re using.
Putting the customer’s goals at the centre of every interaction with the website yielded impressive results. Within the first week of launch: 289% increase in credit card applications 305% increase in personal loan applications 299% increase in transaction account applications.
Being the most visited bank website in Australia meant we knew a lot about what our customers wanted. So we applied these learnings to rebuild our website from a totally consumer-centric point of view, reinforcing the Commonwealth Bank’s ‘I Can’ brand positioning. We redesigned the whole experience from the ground up, focusing on making it mobile-first, costumer-focused and as responsive and intuitive as possible. We created Customer-Centric Banking.