Payment Systems,

Business Banking

This project took up design late in the business development process to re-align an internally-driven banking product concept to the needs and priorities of small business customers. The customer insight gained through design research informed not only the development and improvement of the product prior to release, but also served as a foundation for the design of training and marketing materials. Visualisation was a powerful tool for better articulating the product to potential users, to internal stakeholders, and to the sales force, and allowed complete alignment of marketing, sales, and service communications, something the company had never before achieved. This process ensured that the marketers and the sales force were all literally working off the same page, talking to customers in the same way, and meeting customer expectations in the same way.


A major breakthrough was in helping the team evaluate earlier assumptions about the customer group. Findings pointing to wrong assumptions helped to re-frame the value proposition in a more effective and targeted way. The product visualisation tools generated by the design team also proved valuable not just in prototyping this product but later in training the sales force and developing marketing materials. In this way, components of the design process itself were implemented as products in their own right, an unexpected and value-add result.








Portfolio > Service Design > Merchant Services

Client: Top-5 financial services company, Australia


My Role: Programme Manager, Design