Meet Smart Search

Save time and quickly find what you need in the Westpac App

Smart search enables existing Westpac customers to self serve and take more control of their banking. It provides them an easy and quick way to find what they need like locking their card, finding someone that they want to pay to getting answers to questions. 

Experience Design

Working with Westpac Digital Self-Service Team, our goal was to create a landing page and merchandising strategy to drive the usage of the smart search feature in the new Westpac App.

Services provided:

  • Content & Website Marketing Strategy

  • Information Architecture

  • Analytics analysis

  • Competitor analysis

  • Workshop & co-creation sessions

  • Journey Mapping

  • Creative Direction

Customer Journey Map

Discovery

The discovery process began with a kickoff to establish the customer and business problems, define opportunities and create an ideal end-to-end customer journey that highlights, analyses content needs, opportunities and maps potential links to our Smart Search Landing page.

We also needed to understand the existing search experience and the differentiation between the new search, old search and the mechanics behind it.

We soon discovered that customers were unaware of search and needed knowledge of the search space. There was no central page for information on how to search and no hamburger menu in new app design,  further enforcing the need to educate customers on how to use search to find what they need.

Our research showed:

  • Currently, we have 250k customers who have migrated to the new Westpac app

  • Usage of search to date is 81k customers (54% of those who have logged in) and have performed over 358k searches so far.

  • So on average each customer was using search 4 or more times, aligning to the research that once customers had located and used smart search, many would use it again for later tasks

UX Goals

  • Create a new landing page with a centralised location to help potential customers with discovery of search

  • Offer multiple pathways and entry points to drive customers to the page

  • Better surface and explain what search is, inclusive of educating customers on how it can help with their experience

  • Define most used and popular keywords when searching for landing page content

  • Better surface and explain what search does, plus how it can help

  • Analyse and improve upon existing in app search feedback

Outcomes

  • Saved customers time searching online, asking branch or contact centre staff

  • Over 1 million views in 2 weeks

  • 242% increase in monthly views over 12 months

  • Created and drove awareness of smart search

  • Promoted a better navigational experience

  • Built customer confidence to self serve and in turn do more in the app

  • Improved digital banking experience & engagement

  • Promoted and inspired the importance of customer journey mapping with internal teams to align marketing initiatives

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