A Unified Approach to BankVic’s Digital Evolution

Overview

Reduction in update time by

Objective 2: Redesign key digital touchpoints to enhance customer experience and increase engagement.

KPIs & Goals

30%

25%

20%

Cut compliance incidents by

Objective 3: Implement data-driven strategies to optimize customer journeys and decision-making.

Increase member satisfaction by

BankVic embarked on a significant digital transformation initiative to modernise its platforms, enhance member experiences, leverage data for continual optimisation, and establish a governance framework to ensure compliance and operational efficiency. My role was to lead this transformation, ensuring each aspect of the strategy, platform enhancement, experience design, data optimisation, and governance worked in harmony to achieve measurable business outcomes.

• Siloed Systems: Isolated legacy platforms caused inefficiencies and a fragmented member experience.

• Limited Data Visibility: Fragmented data restricted insights and hindered decision-making.

• Lack of Governance: No unified framework led to inconsistent data usage and compliance risks.

• Decreased Engagement: Absence of centralized digital tools reduced member engagement and satisfaction.

• Missed Expectations: Inconsistent digital tools failed to meet growing customer expectations.

Background

Problem Statement

Objective 1: Modernise the platform to enhance scalability, security, and operational efficiency.

Boost data decisions by

20%

Objective 4: Establish a governance framework to ensure digital compliance, consistency, and quality across initiatives.

Unified Strategy

• Platform Enhancement: Integrate and enhance digital platforms to streamline operations and improve efficiency.

• Experience Design: Redesign and enhance user experience across key digital touch-points to increase engagement and satisfaction.

• Data & Optimisation: Utilise data to gain insights and continuously optimise the user journey and overall digital experience.

• Governance: Establish a governance framework to ensure consistency, compliance, and quality across all digital initiatives.

Key strategic Pillers

BankVic’s digital transformation was built on a holistic strategy that interconnected Platform Enhancement, Experience Design, Data Optimisation, and Governance. The strategy aimed to modernise the digital ecosystem, streamline operations, and create seamless member experiences.

Experience Design

Platform Enhancement

Data & Optimisation

Governance

Solution

Platform Enhancement

Implementation of DatoCMS:
We chose DatoCMS for its scalability and ease of use. This system allowed us to centralise content management, ensuring quicker updates, streamlined workflows, and enhanced content consistency across channels.

To create a seamless digital ecosystem, we modernised BankVic’s platform infrastructure by upgrading core systems, integrating new technologies, and ensuring better data flow and collaboration across departments. This transformation enabled greater efficiency, scalability, and operational excellence.

Unified Strategy

Airtable as a Single Source of Truth (SSOT):
We centralised critical updates, such as interest rate changes and Terms & Conditions, into a Single Source of Truth (SSOT) using Airtable, improving decision-making efficiency and reducing discrepancies.

KYC and Decisioning Services:
By incorporating Equifax and illion Decisioning Service (iDS) into digital forms, we accelerated the customer verification process and enhanced compliance measures, streamlining loan approvals.

Monsido for Website Accessibility:
To ensure compliance with accessibility standards, we implemented Monsido, improving the website’s user experience and broadening our reach to more customers.

Predictive Analytics (Elula.ai):
We implemented Elula.ai to power predictive member engagement and retention strategies. This platform enabled BankVic to identify at-risk members and optimise retention campaigns through AI-driven insights.

Transformed Digital Forms:
We implemented Transformed digital forms to digitise the lending process, streamlining the experience and improving data accuracy while reducing friction in loan applications.

Marketo Integration:
The platform's marketing automation capabilities were enhanced through Marketo, driving better customer engagement and an increase in cross-sell and up-sell opportunities.

VWO for Conversion Optimisation:
We utilised VWO for conversion rate optimisation and A/B testing, refining user journeys and improving conversion rates through ongoing data-driven improvements.

Unified Strategy

Experience Design

The focus on user-centred design was pivotal to transforming BankVic’s digital touchpoints, ensuring seamless interactions across all platforms:

We redesigned BankVic’s website to enhance usability, engagement, and accessibility. Using DatoCMS, we streamlined content updates for consistency across channels. Airtable served as a Single Source of Truth (SSOT) for interest rate changes and T&Cs, ensuring quick, accurate updates that improved transparency and reduced errors. Explore the Full Redesign

Project Lighthouse: Website Redesign

We fully digitised the home loan journey to streamline applications and enhance the member experience. Using Transformed digital forms, we replaced manual processes with an efficient digital solution. Integration of Equifax and illion Decisioning Service (iDS) automated identity verification and credit checks, speeding up approvals and improving satisfaction.

Project Moon Landing: Home Loan Digitisation

Data & Optimisation

Data played a crucial role in driving decision-making, improving member engagement, and optimizing digital experiences. Our strategy incorporated various data tools and platforms to enhance member retention and overall satisfaction.

Journey Analytics:
We deployed journey analytics to track interactions across all touchpoints, identifying pain points and optimising processes for a smoother user experience.

Data & Optimisation

A/B Testing (VWO):
We used VWO for A/B testing to optimize website and app features. Data-driven insights from these tests improved designs and content.

Platform Compliance and Security Audits:
Regular audits were conducted to maintain compliance, address security vulnerabilities, and keep documentation up to date.

Platform Usage and Access Management:
We implemented role-based access control (RBAC) and monitored platform usage to ensure only authorised personnel accessed critical systems.

Governance

Unified Strategy

Governance

Governance was essential in ensuring that all digital initiatives were aligned with regulatory requirements, internal standards, and industry best practices. Our governance framework covered a comprehensive range of areas to guarantee data integrity, security, and compliance.

Unified Strategy

Real-Time Data Integration and Dashboards:
We implemented real-time data integration and dashboards to monitor KPIs and support data-driven decisions across the organisation.

Member Segmentation & Personalisation:
We used segmentation to categorise members by behaviour and preferences, creating personalised campaigns and enhancing user engagement.

Predictive Analytics for Member Retention:
Partnering with Elula.ai, we used predictive models to identify at-risk members, improving retention through targeted strategies.

UX Standards and Guidelines Development:
Developed UX standards for consistency across digital channels, regularly updated based on industry trends and user feedback.

User Experience Monitoring and Improvement:
Deployed tools to measure user experience and implemented feedback-driven changes to enhance the digital journey.

Data Governance Framework Implementation:
Established a data governance framework with defined roles and policies, regularly reviewing and updating for ongoing compliance.

Data Security and Privacy Compliance:
Maintained strong data security measures to comply with GDPR and CCPA, including regular staff training on security best practices.

Building a Strong Foundation for Long-Term Digital Growth

This strategic foundation captures the essence of our digital transformation journey, seamlessly integrating scalable infrastructure, data-driven insights, a unified design system, and stringent cybersecurity measures to create a robust, adaptable digital ecosystem. By focusing on operational efficiency and a deeply customer-centric approach, we have laid the groundwork for continuous growth and resilience in a rapidly changing landscape.

This foundation not only empowers the organisation to meet its immediate objectives with precision but also equips it to anticipate and adapt to future challenges and opportunities. Through a commitment to innovation, collaboration, and sustainable practices, this strategy ensures that the organisation is well-positioned for long-term success, capable of evolving alongside industry advancements and exceeding customer expectations.

Reduction in update time

DatoCMS and Airtable as a Single Source of Truth (SSOT) streamlined content management and improved operational efficiency.

Performance Summary & Results

30%

25%

30%

Boost in
retention rates

The redesign of the website, mobile app, and streamlined processes in Project Seva improved member experiences and cut support times.

Boost in member satisfaction

Predictive analytics using Elula.ai enabled data-driven retention strategies, improving member engagement and reducing churn.

70%

drop in
incidents

A strong governance framework, with Monsido for accessibility and improved UX standards, ensured compliance with legal and regulatory requirements.