UX UI Project
ANZ Rewards design revamp
ANZ Rewards is a loyalty program by ANZ Bank that allows their credit cardholders to access a great range of points redemption. While the program is well-established, the design and overall experience had become outdated - visual inconsistency, and lots of manual processes.
Ascenda was appointed to revamp the ANZ Rewards website and its program to improve customer experience.
Role:
• UI lead • hands-on UX
Identifying things to improve
The ANZ rewards is quite an established rewards program; undoubtedly, it developed certain customer behaviours at some level. In order for us to get a full grasp of their existing experience, we conducted internal discoveries to understand the current flow, find out the differences between their current product experience vs ours, uncover the good and bad, and do a thorough review of our product UI/UX.
During this internal discovery, we found that the existing UI is outdated, in which it doesn’t synchronized with their current master brand style and exhibits inconsistencies from page to page. On the other hand, the UX is pretty conventional, e.g. a lot of user interaction cost on some features and less intuitive. Below are examples of some crucial gaps we’ve discovered:
Business credit cardholders have to write-in to do points transfer.
Profile settings are combined with non-profile related content.
Not many gift card value options to choose from.
Mobile view is not user-friendly; responsiveness is pretty bad.
Start to work on glaring issues
Once our findings were consolidated, we scheduled external discovery sessions to better understand their expectations. Through the sessions, we gained valuable insights about their customer behaviours and key learning points. This information helped us to further research and investigate in order to deliver solutions.
As the discovery sessions progressed, concurrently, our team started the ideation and prepared wireframes to address some of the obvious issues such as:
Designing a similar points transfer flow for the business portal to remove manual request and fulfillment.
Streamline the profile page content to be more focused on account details.
Provide both mobile and desktop views during UI walkthrough, to show our capability in handling responsive UI design.
UI UX challenges
UI and UX have their own challenges. On the UI workstream, our team constantly faced challenges due to ANZ master brand style still in ongoing iteration process. Nevertheless, I managed to handle every iteration with a quick turnaround. On the other hand, on UX workstream, apart from dependencies of their old integration, they would like to keep some of the existing experience to reduce unnecessary customer learning curves. This resulted in re-evaluation of their initial requirement, and we had to customize our UX solution to match the requirement.
The Launch
The revamped ANZ Rewards was launched in August 2021. As we delivered the whole solution in multiple releases, the first release (MVP) focused on the essential points redemptions, such as airline loyalty program point transfer, redeeming cashback, and gift card redemption.
The success criteria of this project includes:
Flexibility in redeeming points.
Reducing interaction costs where manual actions were previously required.
A fresh look of ANZ Rewards while maintaining consistency with their current master brand guidelines.
Although I couldn’t provide the success matrix, I’ve have been informed that helpline calls have significantly reduced and also received a lot of positive feedback on our high-quality deliverables.
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