|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|
|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.