HESTA Member Online
A simpler, better and smarter portal for HESTA members.
Objective
As part of a digital transformation project, we aim to provide members with a more frictionless experience and to prepare them for a better retirement future.
System: Adobe Experience Manager (AEM)
Process
We started with CX discovery research, followed by design discovery to refine HESTA’s digital presence; I led the product discovery research, competitor analysis, landscape review, and IA analysis of the existing portal. In addition to collaborating with GM and C-suite stakeholders, we investigate existing data points and customer insights that we could leverage to reduce friction and tailor a personalised experience for members.
Role
Principal Experience Designer – Plan, facilitate and synthesise a series of discovery research, provide design recommendations and identifying opportunities, mentor and coach junior members, and provide directions while liaising with stakeholders, prioritised key features to meet project timelines and budgets.
Before & After: Comparison between the old and new websites.
Key JTBD
- I want to be assured that everything is ok during market downturns
- I want to grow my super steadily for a comfortable retirement
- I want to be informed during key milestones
- I want to be able to use the platform even if I am not digitally savvy
Members want reassurance throughout their journey with HESTA, from contributing to grow all the way to being ready for retirement. The platform should allow members to perform basic tasks such as checking their balance and investments at ease, but also provide the support they need when they need it.
Research
We conducted multiple rounds of qualitative interviews with different audience groups to better understand their behaviour and needs. We also conducted quantitative research to validate our hypotheses and visual directions. Especially some of the new personalised features we introduced to the portal as part of the experience.
Design system
Design system and style guides are developed for the project and are applied across systems, portals and online forms.
Outcome
We created a new portal experience that doesn’t just look better; it is better with personalisation. Members are now better supported and empowered to manage and grow their super. It resulted in an improvement in time on site by 143%, a drop in bounce rate by 99.1%, and an increase in online traffic to HESTA by 92%.
B&T ➔
Time on site
Bounce rate
Online traffic
Next Best Actions
Members receive personalised nudges at different life stages to their best financial interest.
Transition to retirement
When a member has reached a key milestone, a reminder message with a countdown appears to nudge members to start planning and thinking about it. Members can reach out to the HESTA assist team for further support.
