A digital strategy for one of ANZ’s most important business divisions

ANZ Banking Group – 2019

ANZ engaged Paper Giant to understand customer needs to inform the design of everyday banking products and services and provide a vision for future offerings.

Outcomes

  • 5 experience principles that reflect the needs and desires of customers, and can guide future product and service development
  • 12 customer experience concepts, prioritised and sized, designed to reduce stress and make customers feel rewarded
  • Concept playbooks, including concept mockups and specifications, for each experience concept

Understanding customer needs

In partnership with ANZ, we focused on finding new and unmet needs when using debit, credit, personal loans and overdraft products for new and existing customers.

What we found was that people often have highly emotional relationships to their money. Some people love to research and optimise every little detail – others avoid even looking at their bank balance if they don’t expect to like what they’ll see. Money also plays a role in relationships. Families have different needs to individuals, and people within a family often have conflicting approaches to money management.

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Fitting in with their behaviours

Understanding the wide variety of customer needs, behaviours and mindsets was therefore a crucial step before designing everyday banking products and services that people would value and use.

During the research we discovered that every customer had their own personal system for structuring their finances and the mix of financial products they used. These systems fell on a scale between rigid systems, which were set up deliberately, and organic systems, which developed sporadically over time. The suitability of a customer’s system to their circumstances often determined how rewarding or stressful they found their finances.


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Identifying ways to make Everyday Banking more rewarding 

We found that customers typically had no desire to change their system. This finding allowed us to focus on improving customers’ existing banking experience and making their personal finance system, whatever it is, more rewarding.

Using this knowledge, we were able to identify key opportunity areas across the customer journey, where ANZ could proactively meet customers’ needs.

We then used a variety human-centred design tools and methods to understand customer expections around each opportunity area, especially as the broader digital landscape has changed their service expectations. 

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A framework to meet customer needs

We used the insights and opportunity areas to develop a set of customer experience prototypes. The learnings from those and all the research led to a set of 5 experience principles and then the experience framework.

The framework was made up of 12 different experience concepts. They reduce the ‘pain points’, relieving customer stress and helping people feel in control of their money. Then, they boost the ‘delight points’, making sure customers feel recognised and rewarded.

A graph showing the three steps to changing a stressful experience to a rewarding one. The three steps are making the service visible, adaptable and personal.

 

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Call: +61 (03) 9112 0514

 

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