Australian Retirement Trust Member Activation Page
Australian Retirement Trust (ART) is an Australian superannuation fund. Our primary aim is to provide members with a seamless and intuitive journey, ensuring clarity and simplicity every step of the way.
My responsibilities included: Research, visual design, usability testing.
Before
After
Overview
The Member Activation Page (MAP) is a new web page designed to provide users with a seamless and intuitive experience when completing the initial tasks required to start their superannuation account with the Australian Retirement Trust (ART). The goal is to create a user-centric interface that simplifies the activation process and ensures members feel confident and supported throughout.
Problem Statement
The existing process for members to complete the initial tasks for starting their superannuation account lacks clarity and intuitiveness. Users often struggle to understand the necessary steps, leading to frustration and a high abandonment rate. The goal is to address these pain points by designing an intuitive and user-friendly Member Activation Page (MAP) that guides users through the account activation process seamlessly.
Research
User testing the current process with existing ART members to understand their pain points and gather feedback on the current activation process. Key insights revealed that members found the process confusing, lacked clear instructions, and desired a more intuitive interface.
Competitive Analysis: Analyzed the activation processes of other superannuation funds to identify best practices and areas for improvement.
Design
- Information Architecture: Developed a clear and logical information architecture for the Member Activation Page (MAP). Organized tasks in a sequential order, ensuring that members understand the flow and progression of the activation process.
- Clear Instructions and Guidance: Provided concise and easily understandable instructions for each task, eliminating any ambiguity. Incorporated tooltips and help icons to offer contextual guidance whenever users encountered unfamiliar terms or concepts.
- Minimalist Design and Visual Cues: Utilized a clean and minimalist design approach, focusing on key elements and reducing visual clutter. Implemented visual cues such as progress indicators, checkmarks, and confirmation messages to provide users with a sense of accomplishment and reassurance.
- Responsive and Accessible: Ensured that the Member Activation Page (MAP) was responsive and accessible across various devices and screen sizes, catering to members who prefer completing tasks on their smartphones or tablets.
Testing
Usability Testing: Conducted usability testing sessions with a diverse group of users, including both tech-savvy and less tech-savvy individuals. Evaluated their ability to navigate the Member Activation Page (MAP), identify tasks, and successfully complete the account activation process. Gathered feedback on areas that required further improvement.
Iterative Design: Incorporated user feedback and iterated on the design of the Member Activation Page (MAP) to address usability issues and enhance the overall user experience. This included refining instructions, improving the visibility of key elements, and optimizing task flows.
Iterative Design Refinements
The feedback from usability testing was carefully analyzed, and the design was iteratively refined based on the findings. This process included further wireframing, prototyping, and testing cycles to address any remaining pain points and ensure a seamless user experience.
Conclusion
The introduction of the Member Activation Page (MAP) resulted in a significant improvement in user satisfaction and completion rates for initiating superannuation accounts. User feedback indicated a clear and intuitive experience, with members finding the process easier to understand and complete. The streamlined activation process led to reduced abandonment rates and an increase in user engagement, ultimately contributing to a positive user experience with the Australian Retirement Trust (ART).