• Type: Service Design, CX Strategy
  • Client: Westpac
  • Project: Online Transformation Project (OTP)
  • When: 2011
  • Role: UX Team Lead - Sales Pathways

The largest digital transformation project in Australia, in 2011, involving rebuilding the entire online banking platform from the ground up, with the help of American providers FiServ and IDEO.

The Challenge

Sales Pathways was about how helping online banking users to make informed financial decisions across all Westpac's credit, lending and investment products for individuals and businesses.

The Approach

After reviewing extensive customer research material available, formulate a high-level design vision and strategic roadmap in line with Westpac's ambitious business objectives for the programme.


Strong buy-in from team members and business stakeholders, achieved through effective deployment of HCD methods and tools supporting extensive multi-disciplinary collaboration.

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