Funnel Growth Hacking

Leading the conversion and user experience uplift of UBank's key banking website pages.

YEAR

2019

ROLE

Lead

RESULTS

24 days post changes

Savings Account page journey
21% application complete uplift

Transaction Account page journey
47% application complete uplift

PROBLEM STATEMENT

Based on existing research, we knew that UBank’s everyday banking accounts and their features were difficult to understand and compare on the website.

Furthermore, high volume search queries related to ubank usaver did not click through to information regarding UBank’s key product offering with the highest interest rate.

OPPORTUNITY & OBJECTIVE

We believed redesigning and simplifying our key banking funnel pages and IA with SEO in mind would contribute to an increase in web to application starts by 10%.

STEP 1

Discover

Map most frequent journeys to apply for a USaver + USaver Ultra
Integrate existing usability testing insights
Complete competitive and comparative review
Get insights from existing Analytics and Search Console data
Understand business constraints

DATA ANALYTICS

STEP 2

1 Week Design Sprint

Workshop & Design

Facilitate workshop with stakeholders
Create prototypes
Design critique with XD team

Usability Test

Facilitate 5x customer interviews
Report, insights, playback

PROBLEM FRAMING

How might we…
Surface content about the USaver Ultra when users search for savings accounts.

Outcomes

Strategy:

USaver page to be transformed into a savings overview page prioritising the USaver Ultra deposit product
Ultra page to be uplifted to have better internal linking to the savings overview page

Design: