▌  Public Customers

Bank of Melbourne ∕ Security Hub

Part of an overall Covid-19 campaign to usher customers to online banking, the security hub increasingly becomes important for scam victims.

░  Opportunity

Security hub at the time had gaps in information, and had no clear call to action - there was no purpose to the hub.

The opportunity was to refresh the section in Westpac's secondary branches (Bank of Melbourne).

░  People

I was the senior experience designer, working alongside a visual designer for final outputs.

Part of the digital adoption team led by a Service Owner, consisting of marketing, CRO and production specialists.

░  Activities

  • IA redesign
  • Content audit
  • Card sorting
  • Framework / templates

▌  Research

The overall objective to this uplift is to ensure our contact details are up to date, provide succinct education on various scam types and steps to take should they be a victim of a scam.

Methods:

  • Screengrab of existing security hub
  • Content tag each section / paragraph

░  Review high level IA

Observations:

  • The hub is split between how to protect yourself and how the bank protects the customer
  • Most information live underneath both sections, but isn't accessible from the homepage
  • There are rogue pages also stemming from the homepage that isn't as important

░  Review content and structure

Observations:

  • Content structure is inconsistent, too many details or too little in some areas
  • There is no consistent / clear call to action for victims immediately apparent
  • Important content is buried

▌  Synthesis

░  Card sorting IA

Activities:

  • Ran 2 rounds of card sorting sessions with the team to align on business goals
  • Creating a 'Dangers' section as part of grouping together themes and clean up

░  Content audit

Method:

  • Took snippets of each content block and visually laid it out as per the IA
  • Liaising with marketing specialists to edit and refine the copy
  • Reviewed with team and Service Owner to firm up overall structure

▌  Design and testing

░  Page structure

  • Due to the longer nature of these pages, we've introduced a subnav underneath the hero shot to anchor throughout the page.
  • We wanted users to enter the page first understanding what the scam is, only then followed by the appropriate action to take.
  • Should users need to report a scam, there is a prominent CTA underneath the hero for immediacy.
  • Key stats, signs to look at for, and the type of information scammers are after provides a fuller perspective of that particular scam.
  • Use of iconography and the section breakout from the rest of the page is to help the user pause and scan their options.

After locking in the structure, the visual designer and I collaborated on what the page structure template would look like. We've created multiple versions for multi-variate testing over the span of the month, ultimately sticking to the best performing one.

▌  Wrapping up

░  Learnings

The campaign was a success; traffic better flowed throughout the rest of the pages due to the easier discovery and traversal within the hub. The templative approach to the pages also made deployment easier throughout the other Westpac regional brands.

2023