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Project Overview

"A great app Westpac, what banking should be like!!"

Our goal? Create a simple and enjoyable tablet banking experience.

The result? Australia's most innovative iPad banking app, offering customers a revolutionary new way to interact with their finances. By involving customers from initial research through to final implementation we have created a highly innovative and desirable experience.

Customers are validating the innovation & simplicity in their feedback:

"The perfect app! Simple and intuitive."
"Has made my banking experience so much simpler"
"This is the best banking app I have seen on the app store"

Organisation

Westpac Banking Corporation

Team

Westpac's Online & Mobile Teams

Project Brief

Westpac set out to deliver a unique and intuitive way for our customers to do their banking. By focusing entirely on the interactions and gestures that would redefine how our customers engage with their banking we’ve been able to deliver an iPad app which is:

Simple - "The ease of use is incredible." "Takes no time to learn." "Very easy to use, awesome app."

Thoughtful - "Very clever, thank you!" "That’s smart." "…the littlest detail in this app to make it amazing."[sic]

Progressive - "Very simple and clean… Keep it coming" "Great, new, fresh and easy to use. Very happy. Looking forward to seeing more functions."

Project Innovation / Need

Customers told us they want to do day to day banking tasks really simply & easily on their iPad.

Our opportunity was to positively change the way customers think about interacting with their finances using a tablet. Innovation has come from research and collaborative design with customers - getting back to banking basics & combining this with a deep understanding of tablet use and gestural interactions.

Our success has been achieved by listening to our customers and by taking an iterative approach to design & development using direct customer research, observation & social media feedback to prioritise what we deliver and how we deliver it.

Extensive usability testing & evaluation throughout the design process has ensured our customers are surprised & delighted with the results.

Customers are positive in their feedback on the app:

"Love the new app!"
"Makes for an enjoyable banking experience"
"Just simple, intuitive banking"
Proof of the innovativeness is around the creation of interactions that are not "the old way", yet still work and as validated by high usage and positive comments.

User Experience

Our design is inspired by the potential to change what banking means to our customers - by pushing beyond the constraints and boundaries of existing legacy systems we ensured that our iPad app delivers a great customer experience that has been designed with our customers, for our customers.

Engagement with our iPad app begins by re-thinking how the App Store images could be used as a way to inform customers about how different an experience this is.

Thinking traditional menus, drop downs and lists? Think again.

Customers are guided through a short introductory video, connecting the tradition web experience to the new tablet experience, and then onto an environment where banking is enjoyable, simple and well thought out.

The experience is the single most important driver in creating a memorable and lasting impression with our customers.

"This is the bees knees! Thank you Westpac…"

Project Marketing

Our audience spends a large part of their day online, so the marketing for our revolutionary app focused around Earned & Owned media, supported by a PR event to key journalists. We featured innovative screenshots on our iTunes Appstore page, and advertising tiles on our mobile app and website. Social media was also leveraged to spread the word. We began telling our customers on Facebook & Twitter, then posted and re-tweeted to amplify the coverage our PR event delivered.

The intuitive design and functionality of the app generated enough word of mouth from happy customers.

"Makes for an enjoyable banking experience"