Cards & personal loans design enhancement
While working on Westpac’s Consumer Finance team, I led the design of various medium to bite-sized projects for credit card and personal loan products. These projects ranged from compliance initiatives to website redesigns, email and creative asset design, and UI enhancements. With quick turnaround times (often completed within days or weeks) - though some involved UX work — the focus was primarily on visual improvements, and we typically ran live A/B tests to assess outcome & impact
My role
In the project, I dedicated roughly 60% of my efforts to UI design and 40% to UX considerations. I played a key role in creating design options for live A/B testing, ensuring our enhancements were both visually appealing and user-centric
Designers
Emma - Senior XD
Dom Tych (Content writer)
Working with
Caitlin woods, Teri Evans (Optimisation manager)
Bruce Da Silva (AEM Producer)
Project 1
Design a product selector and summary page to meet regulatory requirements
What It’s About:
This project is across multiple brand and revolves around compliance requirement, driven by ASIC’s mandate for financial institutions to to design financial products to meet the needs of consumers and to distribute their products in a more targeted manner (Quote from ASIC)
In this role, I was responsible for designing two key components: a product selector and a product summary page for all consumer finance products.
Product Selector: I created a user-friendly selector to help customers choose credit cards and personal loans that fit their individual needs. The goal was to simplify decision-making, ensuring users felt confident in their choices.
Product Summary Page: I developed a comprehensive summary page that presents key information, including important numbers and the pros and cons of each product. This empowers customers to make informed decisions about their options.
My designs covered four brands under Westpac Group—Westpac, St George, BSA, and BOM—ensuring a cohesive and responsive visual experience across devices. I worked closely with stakeholders to ensure our designs met regulatory requirements and user needs, leading to a clear and accessible experience.
Overall, contributing to this project was rewarding, as it enhanced compliance while improving the customer experience!
Project 2 Westpac App Credit Card Page Redesign
In the Westpac app, I was tasked with revitalizing the outdated credit card page to create a more modern and user-friendly experience. My focus was on enhancing the interface to be intuitive and visually appealing, while clearly presenting important information about credit card features.
Collaboration with cross-functional teams helped me gather insights on user preferences, ensuring that navigation was seamless and key details were easily accessible. This redesign aimed not only to improve aesthetics but also to boost user engagement and satisfaction, ultimately contributing to a better banking experience for our customers.
Before
After
Project 3 Flex card assets
Westpac’s version of BNPL
- Visual assets banners & cards
Project 4 Westpac public site A/B tests
+7% click through rate, conversation rate
Credit card product offer page
I designed multiple layouts to help customers easily understand our different credit card offers. The winning design focused on a needs-based approach, featuring guiding questions at the top to lead users through their options, along with engaging visuals to enhance understanding.
In contrast, the losing design separated the offers, which didn’t resonate as effectively with customers. By prioritizing clarity and relevance, the final design aimed to create a more intuitive and user-friendly experience for those seeking the best credit card for their needs.
Winning
Losing
Original
-5.25% ineligibility apps
Eligibility criteria in application preparation page
We noticed a high number of ineligible applicants applying for credit cards in our Flex app, leading to unnecessary rejections and a poor customer experience. To address this, we redesigned how eligibility criteria are presented.
The original design used bullet points to show eligibility, but they weren’t drawing enough attention. After A/B testing a hybrid version and a more visual approach, the winning design featured pictograms paired with concise text to better highlight eligibility upfront. This change on the intro page effectively caught users' attention early, reducing ineligible applications.
