UX Strategy
Redesigning the digital experience for LifeBlood
The Brief
How might the Red Cross Blood Service deliver an ideal digital customer experience that balances the diverse needs of its customers and reflects its position as an international market leader?
My Role
Senior UX Designer
Design Research
Workshop Facilitation
Design Challenge
The pace, scale and sophistication of cyber crime, scams and fraud has rapidly increased. Globally there is a cyber attack every 39 seconds. ACCC reported a 50% increase in losses since last year, with $34M lost in scams in Australia in January 2022 alone. Not only do our customers suffer monetary loss, it’s a terribly stressful experience that reverberates across their life, eroding their confidence in their ability to protect their assets, including loss of trust in digital banking.
Unsurprisingly customer and regulator expectations of support from the finance industry to protect customers also increased.
With concerns of the quality, consistency and timeliness of education being delivered, a cross functional team was established to determine how ANZ could deliver and maintain comprehensive and effective customer education consistently across the Group.
“Key to the success of this project was the highly passionate, cross-functional and geographically diverse team with oversight by a senior governance group. The service design playbook supported the team, which enabled the development of an enterprise-wide solution to an enterprise-wide problem. The approach ensured that functions traditionally operated in silos could collaborate and co-design the solution.
Alongside the Project lead, the design team played a key role in leading and coaching to build understanding and trust in the process, nurture collaboration, and maintain active engagement from SMEs through to SteerCo members,”
“The design approach ensured the team did not make assumptions and validated the hypothesis by getting information first-hand from bankers and customers, commencing with an assessment of the current state to determine what was working, gaps and opportunities across the market. Synthesis allowed the team to identify and focus on key behavioural insights and ensure validated needs-informed solution prototypes. Prototype development and testing allowed the team to refine the solution elements based on direct feedback from consumers.”
— Erica Hardinge, Product Owner and Initiative Lead
Value Proposition