— The ethics of investing

Australian Ethical's mission is to bring positive change to the world of investing and superannuation. We were tasked with building a new digital experience which would promote and advocate their core beliefs to current and new customers.

— User & business needs

At the beginning of the project, the project team defined a number of business and user goals to inform our approach throughout the design process.

1. Personalisation
2. Clear navigation
3. Acquisition
4. Engagement & advocacy
5. Tracking and measurability
6. Future proofed

— Approach

Through discovery workshops we identified three core audience groups, and found we also needed to cater for new and prospective users as well as legacy customers who may have been on the Australian Ethical journey for years.  

The workshops helped us develop several distinct personas, and I was able to map out various journeys for each to understand their requirements. Identifying certain areas of improvement led to the incorporation of features such as targeted personalisation.

There was a also hierarchy of products to consider. Although the previous iteration of their website was cluttered and hard to navigate, the client still wanted most of the content, so we engaged in several workshops to clarify and streamline the information architecture across multiple audiences.

We broke down the structure of information on the current website and rebuilt it from the ground up. Stakeholders participated in card sort exercises to identify and organise relevant content, look for gaps and create clear hierarchies in order to develop a succinct information architecture.

— Solution

We developed a number of areas to encourage advocacy across ethical issues, such as the 'Where we stand' section, a Community Grants area, and the blog section which Australian Ethical could use to direct traffic to and from their growing social media base.

Navigating the site is intuitive and joining is a couple of clicks away. Pointers to informative articles pepper the site alongside core business product and useful tools. giving employees, employers and advisers what they need to discover what they came for whilst educating and building advocacy of Australian Ethical and ethical issues.

The UI design incorporates vibrant, clear and bold visuals, building on their brand guidelines with engaging video heroes, clear typography and no-nonsense information. 

We delivered a platform in which content can be personalised through the user segmentation (Personal, Adviser, Employer), and that over time could learn from its users interactions to provide relevant experience through targeted content.