Simplifying the sign-up process for Australia’s largest superannuation fund
In 2016, AustralianSuper trialled a new approach to online onboarding with a full-screen, one-question-per-view concept.
The trial was successful and saw a 30% uplift in completion vs the existing flow. However during the test many shortcuts were taken in the interest of time, such as allowing users to skip some required sections.
Consequently, the tested flow could not legally or technically be released as the default experience.
I was asked to take the flow and find sustainable, usable ways to close these gaps while remaining true to the insights which made the original concept so successful.
Working closely with the client’s BA and multiple product owners, I sought to understand systems and legislative requirements, and to identify the gaps in the experience. Continuous stakeholder engagement and showcases kept the working relationship healthy.
I was blessed with wealth of existing customer research from the concept work to draw upon. These inputs also enabled me to define what success looked like, and to establish key metrics with which to measure the final experience.
An ideal user flow and low-fidelity wireframes were created, and insurance information was quickly identified as the number one stumbling block for users.
Multiple short rounds of usability testing then provided confidence about the overall direction and allowed for design iteration and refinement based on customer feedback.
After four rounds of usability testing and iteration, we were left with a fully functional medium-fidelity prototype which actually exceeded baseline metrics collected previously from the live high-fidelity test.
This included lifting the problematic Insurance section from an “ease of understanding” ASQ score of 6.3 to 9.14 (out of 10).
The prototype was then fully-documented, including functional and interaction specifications and practical usability principles which were gleaned from qualitative insights. A roadmap of future experiments and back-end changes was also provided.
I then continued engagement with another of the client’s vendors throughout their visual design and development stages. This was part of a larger ‘Experience Assurance’ piece to ensure the final product stayed true to the intent and principles identified.
The finished product was launched in late 2018.