User Experience strategies, Information Architecture,
Technical development and Content strategy
Westpac's Private Banking website targets high net worth individuals - a crowded market where it’s hard to stand out. We were briefed to build a new site, with the objectives of increasing leads, lead quality and increasing brand awareness.
Private Banking: it's about the personal
Our discovery phase found that Westpac's target demographic were triggered by case studies.
Their key question was "what are people like me doing?".
One key focus of the new site was stories that reflected just this. Case studies were tailored to
reflect real life clients, with quotes that would resonate.
And it's personal for
The value for Westpac's Private Bank clients isn't in the product - it's in the service. They know they can pick up the phone to someone they know, rather than having to tangle with an anonymous call centre. So we focused on the real Westpac Private Banker team, sharing their stories via interactive ID cards.
weren’t honing in on
themselves. We took
advantage of this gap in
the market, promoting
the bankers as a human
We wanted to demonstrate Westpac's offering in a way that would stand out, to showcase the bank’s experience and expertise as well as services.
Our interactive diagrams helped do this, presenting the product range in a way that helped differentiate their offering. It helped address the finding that people did not realise the depth and breadth of the Westpac Private Banking product suite.
The results exceeded Westpac's targets.
Not only did we generate more leads, but by adding in a simple filter,
Captcha and asking for specific information, we eliminated lower quality leads.
We hadn't carried out any promotional work, and traffic wasn't a focus, but we saw a traffic increase anyway.
I want more users to
If you have a challenge that you would like to chat through with us, or even to just have a general chat about meeting your users' needs, feel free to get in touch.