CBA - A future vision
CBA called upon White to redefine and present a future vision of banking in Australia. Adopting user centred methodologies I was a member of the dedicated project team that was assembled during the 'create' phase of the project. Working closely with ux designers we conducted research, creative workshops, sketching and user testing sessions, applying our findings to develop visual concepts and prototypes.
The concepts created were founded on the principal objective 'Banking made simple and personal' with the CBA customer experience promise of 'Move closer to your goal every time'. Key pillars of this strategy included; Inform & Educate, Support, Deliver and Connect. The visual concepts explored a unique and personalised banking experience, considering technological capabilities in personalisation and geo-targeting, and explored e-commerce concepts to 'sell' banking services and products. The visual direction explored the new CBA brand guidelines, while considering evolving trends and standards in navigation and touch screen applications.