The lack of design consistency and systematic approaches hinders business growth

With initial partnership establishments for co-brands and white-label service, the need to satisfy different partners specific requirements has presented numerous hurdles for CIMET. These challenges include:

• Compliance issues raised by uncontrolled content.
• Variations in brand performance.
• Time to market is prolonged.

Auditing the current user journey

Recognising the inefficiencies caused by unused features and functionalities, I spearheaded a thorough audit of CIMET's product functionality. This audit revealed key insights:

• The absence of a homepage as the main navigation for all verticals.
• Lengthy and disengaging vertical landing pages that increase bounce rates.
• A cumbersome user journey that requires many steps and clicks for users to find what they need.
• Complex application with unclear progress indicators.

In response, I developed a comprehensive three-step solution to improve our design process efficiency and enhance the overall user experience.

 

 

Structure Optimisation

End-to-end user journeys are redefined, incorporating configurable components and templates to accommodate various verticals and partner requirements effectively.

 

Prioritised and enhanced global features

Through tracking session replays, funnel performance and gathering insights from the call centre agents, I prioritised improving the user's attraction from the home page to the plan listing first.

Reusable components and design patterns like needs analysis, plan listings and quick search are identified, enhanced and developed to streamline user interactions across all verticals.

 

 

Design System Integration

A centralised Design System is implemented, serving as a repository for standardised design elements, patterns, and guidelines. This integration bridges the gap between design and engineering teams, ensuring consistency and efficiency in design implementation.

 

 

The Outcome

By standardising design elements and content, CIMET achieves compliance with regulatory requirements and maintains a cohesive brand identity. The result is a smoother user experience, leading to increased conversion rates and improved customer satisfaction.

Enhanced Efficiency, Expanded Reach

With a more efficient design process in place, CIMET is empowered to expand its reach to more brands and assist millions of Australians in achieving savings across the utility and finance sectors.