BankVicSee it in action
BankVic’s existing website was confusing and complex for both users and staff to use, we helped plan and deliver a future-proof platform, with endless customisation and personalisation, putting the members at the centre of the experience.
Strategy & Research
User research done seriously well
To know where the root of the user’s problems originate you need to understand the user, and a credit to BankVic for supporting the need for user research. We did extensive research into the BankVic member experience, understanding how customers are interacting with the website, and uncovering opportunities where we could enhance the user experience.
Using Google analytics, user and stakeholder interviews, UX reviews, tree testing, card sorting and a content audit, we began to unearth the pain points where we’d need to put the greater focus, and where we could ultimately add greater value.
Technology & Development
A headless CMS for speed and flexibility
VERSA developed a modern full stack react-based back-end which reduced internal page load times to 0. The site was built on a headless CMS, allowing simple rich content entry, unparalleled flexibility, and a ‘deploy once, use everywhere’ data system.
Pages have totally flexible componentry, making the site both expansive and adaptable. Extensively connected components link to direct parts within a page or predefine a highlighted product, before synthesising complex rates and fees in a digestible and editable format. These rates can automatically be referenced in multiple places throughout the site, pulling from a single source of CMS truth.
Design & UX
Improving CRO through UX
Mapping the user journey revealed a lack of visual hierarchy and that key content was impossible to find, making it difficult to convert users at different stages of their financial journey. Further, the site failed to communicate BankVic’s USP: people before profits. We empowered the user by allowing them to drive the process rather than to just be a passenger.
We created attitudinal personas derived from insights gathered from interviews, before establishing characteristic traits, needs, and what users would need help with most. Our design team crafted a new visual identity that felt on-brand, exciting, and importantly, felt trustworthy. We then created and split-tested two different live site concepts to validate our member-centric hypotheses.