Project Lighthouse: Redesigning BankVic’s Digital Experience

Project Overview

Increase Engagement by

Reduce home loan application drop-offs by 25% through improved guidance and clearer progress indicators.

KPIs & Goals

20%

25%

10%

improve Net Promoter Score by

Increase NPS by 10% with empathetic communication and streamlined processes for complex applications like home loans.

Lower Drop-Off Rates by

BankVic’s website had several challenges: an outdated design, limited customization, and poor scalability. The brand identity needed a refresh to reflect its evolving vision and values. Navigation was difficult due to a fragmented product experience. Integrating cloud capabilities and automation was essential for streamlining processes and providing real-time updates. A flexible, modular page structure was necessary for quick content updates and consistent design, and the campaign builder required robust functionality for targeted marketing campaigns.

Teaming up with our Agency partner Vera, Product, Marketing, Risk and lending, I led Project Lighthouse as the Head of Digital Experience, taking both a strategic and hands-on approach. Whether providing direction to cross-functional teams or rolling up my sleeves to contribute to Product design, I ensured that the project’s vision was executed with precision. This hands-on leadership was critical in addressing design challenges, refining user experience, and guiding the project to success.

Problem Statement

My role

Achieve a 20% increase in user engagement by enhancing navigation and providing clearer CTAs, leading to more interactions with key sections.

Discover

Define

Develop

Deliver

Design
Thinking Process

The project was structured around the Double Diamond framework, allowing us to expand our understanding in the Discover phase and narrow down in the Define, Develop, and Deliver phases.

25%

20%

35%

20%

Project timeline

Discover:
March 1 – March 25 (3.25 weeks)

Define:
March 26 – April 7 (2 weeks)

Develop:
April 8 – May 17 (4.5 weeks)

Deliver:
May 18 – May 31 (2 weeks)

Start Date: First week of March 2021

End Date: Last week of May 2021

This timeline ensured the project adheres to the Double Diamond framework while distributing time effectively across each phase.

• Requirements Gathering Workshop

• Existing Site Review

• Stakeholder Engagement Sessions

• User Research & Card Sorting

• Content Review

• Research Data Analysis

• Documentation of Findings and Requirements

• Persona Development

• Customer Journey Mapping

• Solution Definition

• IA Development/Validation

• Wireframes and Prototyping

• Full Solution Wireframes

• Clickable Prototype Setup

• Wireframe/Prototype Validation (User Testing)

• Technical solution planning & design

• Final Design Handoff

• Quality Assurance Testing

• Launch Planning

• Post-Launch Evaluation

• Documentation

Qualitative Research

• User Research:
  Conducted 16 online interviews with a cross-section of users (including those from health, emergency, and public sectors) to map their banking journeys, motivations, and pain points​.

• Journey Mapping:
  Detailed maps of user journeys exposed friction points, especially during the home loan application and everyday banking navigation.

• Stakeholder Interviews:
  Conducted in-depth interviews with internal BankVic stakeholders to map internal ecosystems, service delivery, and website governance​.

Users struggled with finding tailored, easy-to-understand financial information. Most participants lacked confidence in their financial literacy and were anxious about managing complex financial products​.

Key Insights Delivered

There were significant gaps in communication regarding interest rate changes and home loan information, leading to user dissatisfaction​.

BankVic's website navigation was seen as cumbersome, especially for users trying to open accounts or apply for loans.

Discovery

Quantitative Research

• Analytics Review:
  Data showed a high rate of drop-offs during home loan applications, with 40% of users abandoning the process before completion.

• Card Sorting & Tree Testing:
  These activities helped us understand how users organize and prioritize information on the site. It became clear that the site’s navigation was misaligned with user expectations​

40% of users were not completing their home loan applications, primarily due to confusion and lack of feedback on progress.

Key Insights Delivered

Users grouped financial products differently from the current site structure, indicating a need for significant changes in the information architecture.

Discovery

Attitudinal Personas

Based on research, we created three distinct personas that reflected the diverse needs of BankVic’s user base.

Define

Information Architecture

• Main Navigation Categories: To align with user needs and mental models, we restructured the navigation into clear, easily accessible sections

• Card Sorting & User Feedback: We conducted card sorting exercises with real users to understand how they mentally grouped and categorized content. This was crucial in identifying discrepancies between the existing structure and user expectations​​

Users consistently grouped financial products by their end goals (e.g., saving, borrowing) rather than by BankVic’s internal categories. This finding informed our decision to shift the focus of the information architecture from product-focused to goal-oriented navigation.

Key Insights Delivered

Define

Typography & Colours

We introduced a modern, accessible visual design that adhered to BankVic’s brand values while also improving readability and hierarchy.

Develop

Design & Visual Identity

The new visual design employed more whitespace, clear call-to-action buttons, and user-friendly icons. We reduced the cognitive load by breaking down complex information into digestible sections​.

Develop

Final Outcome: A Digital Transformation

Project Lighthouse was not just a redesign—it was a reimagining of how BankVic engages with its members in the digital age. Through empathetic design, user-driven insights, and innovative technology integration, we transformed the digital experience, setting a new standard for banking excellence.

By achieving a 25% increase in user engagement, reducing home loan application drop-offs by 30%, and improving overall satisfaction with a 15% rise in NPS, the project delivered measurable impact. These improvements reflect a stronger alignment between customer needs and digital experiences, empowering users to navigate complex financial decisions with confidence.

The success of Project Lighthouse highlights the value of placing users at the heart of digital transformation. It stands as a testament to BankVic’s commitment to creating a future-ready banking experience that is not only modern and accessible but also deeply human.

Increase in User Engagement

25% Increase in Engagement: Page views in key areas rose by 25%, with longer session durations reflecting higher user engagement.

Performance Summary & Results

25%

30%

15%

Improvement (NPS) score

30% Drop-Off Reduction: Clearer guidance and progress indicators cut form abandonment by 30%, improving completion rates.

Reduction in Drop-Off Rates

Improved Feedback & NPS: User surveys highlighted increased satisfaction, with a 15% rise in NPS, reflecting greater user confidence.

5%

Conversion
Uplift

5% Conversion Uplift: The redesign boosted conversions by 5%, as users transitioned more effectively from browsing to starting applications.