Make your money a force for good: designing a thoughtful beginning

I led end-to-end design work from discovery through to delivery of a new onboarding journey for members joining an ethical superannuation (super) fund.

I led end-to-end design work from discovery through to delivery of a new onboarding journey for members joining an ethical superannuation (super) fund.

I led end-to-end design work from discovery through to delivery of a new onboarding journey for members joining an ethical superannuation (super) fund.

year

2024 - 2025

timeline

18 months

my role

Product designer

year

2024 - 2025

timeline

18 months

my role

Product designer

year

2024 - 2025

timeline

18 months

my role

Product designer

The onboarding journey was underperforming

Despite driving over 90% of new members and 50% of managed funds, the onboarding journey was falling short:

  1. Low conversion to join & transfer funds

    Fewer than 60% completed the sign-up form, and only 18% transferred their existing super, due to the complexity of the form.


  2. Low financial confidence, long-term impact on members' retirement outcomes

    Members often defaulted to generic investment and skip insurance options due to confusion—potentially leading to lower retirement outcomes.


  3. Disconnect from ethical values

    The journey focused heavily on financial questions, failing to highlight the ethical investing mission that inspired members to join.


  4. High support cost

    Poor clarity resulted in $15K+ annually in call centre costs to answer basic onboarding questions.

The onboarding journey was underperforming

Despite driving over 90% of new members and 50% of managed funds, the onboarding journey was falling short:

  1. Low conversion to join & transfer funds

    Fewer than 60% completed the sign-up form, and only 18% transferred their existing super, due to the complexity of the form.


  2. Low financial confidence, long-term impact on members' retirement outcomes

    Members often defaulted to generic investment and skip insurance options due to confusion—potentially leading to lower retirement outcomes.


  3. Disconnect from ethical values

    The journey focused heavily on financial questions, failing to highlight the ethical investing mission that inspired members to join.


  4. High support cost

    Poor clarity resulted in $15K+ annually in call centre costs to answer basic onboarding questions.

The onboarding journey was underperforming

Despite driving over 90% of new members and 50% of managed funds, the onboarding journey was falling short:

  1. Low conversion to join & transfer funds

    Fewer than 60% completed the sign-up form, and only 18% transferred their existing super, due to the complexity of the form.


  2. Low financial confidence, long-term impact on members' retirement outcomes

    Members often defaulted to generic investment and skip insurance options due to confusion—potentially leading to lower retirement outcomes.


  3. Disconnect from ethical values

    The journey focused heavily on financial questions, failing to highlight the ethical investing mission that inspired members to join.


  4. High support cost

    Poor clarity resulted in $15K+ annually in call centre costs to answer basic onboarding questions.

Vision

Designanewonboardingjourneythatcommunicatesourvalues,convertsexceptionally,andhelpsmembersconfidentlysettheirsuperupforsuccess.
Designanewonboardingjourneythatcommunicatesourvalues,convertsexceptionally,andhelpsmembersconfidentlysettheirsuperupforsuccess.

  1. How might we build confidence in members to start the process?

Inform & remove anxiety before starting

Before starting, the form clearly indicates the required information and time, and assure members they can always resume if needed.

Simplify with progressive disclosure

Ask one question at a time, write shorter copy in plain language, and defer disclosure of information until necessary.

Simplify with progressive disclosure

  1. How might we empower members to self-educate and feel confident to make better financial decisions?

Provide details of investments to support informed decisions

Instead of linking members off to a Product Disclosure Statement or a separate page about the details of investment options, all the essential details to compare options are displayed in a carousel so members can make informed decisions

All the essential details to compare options are displayed in a carousel so members can make informed decisions

Simplify jargons & display them contextually

For members that aren't financially savvy, all the key information on investment options (e.g. risk, returns, asset allocation) are written in simple language and come with dotted line tooltips to explain them clearly.

Members used to be confused when reading the PDS

…now they can click on tooltips to get explanations easily

Visualise returns for different audiences

The tooltip links to other pages of the website featuring visualisation of super returns over the years in multiple formats to appeal to different preferences:

  • A table of return snapshots (e.g. 10 years, 5 years, 1 year)

  • An interactive line chart showing how much super balance a member would have if they invested a lump sum X years ago (without regular salary contributions)

  • An interactive risk - return plotter chart to provide a high-level summary of where each investment option is on the risk and return spectrums.

  1. How might we motivate members when it's difficult?

Keep tabs on progress and motivate

Progress indicators minimise confusion and foster a sense of achievement as users move seamlessly through the flow.

Keep tabs on progress and motivate

Speedy Google address lookup

Members can lookup their addresses to speed up and error-proof the process.

Members used to need to enter 5 - 10 fields of addresses…

…now their addresses can be looked up easily

Lookup all super details using Tax File Number

Members who prefer to search for super with their Tax File Number can get all of their existing super funds' details (including their last reported balance) displayed for their decision.

SuperMatch to lookup super using Tax File Number - Desktop

SuperMatch to lookup super using Tax File Number - Mobile

Or use fund name/logo lookup

Alternatively, we added a feature to search by logos or fund names, and have the fund's key details (e.g. Unique Super Identification, ABN) populated on members' behalf, leaving members to only supply the amount to transfer. This helps conversion of members who might not have enough identity verification documents (e.g. foreigners) to search for super by Tax File Number, or those who don't want to verify identity due to cybersecurity concerns.

Search for fund's key details by logo or fund name

Add contextually relevant reminders

Reminders are contextually relevant to where members abandon the journey, addressing common concerns and highlighting the benefits.

Reminders are contextually relevant to where members abandon the journey

Impact

+13%

in join conversions

+38%

in CSAT score

$240m

in fund transfers

"Your instructions were clear and very easy to understand, and you made it super easy to join if you had an existing super with a different organisation."

Eden

"Easy to use - step by step - easy to verify my identity & to request transfer for my previous super provider."

Brenda

"Setup of my account was very straight forward and easy, particulalry the existing super combine. Investment options were straightforward and easy to digest."

Jorden

"Loved the dots under the words that you can click on to get more information about what it means and how to choose what's right for you. It feels fair and helpful. It just feels ethical and has a good feeling. I'm very happy I've chosen you guys!"

Fiona

Loved that it listed the main funds with logos - made it easy to identify and transfer super. It seemed a lot easier than I expected."

Serene

koala hanging on branch
a dog laying in the grass looking at the camera

"Very easy process to switch over with no interruptions or glitches. Very straight forward. The "copy" message to employer at the end was very helpful."

James

a close up of a koala on a white background

"Surprisingly simple process. The layout is clear and brief. I appreciate that I didn't need to provide very much information to join and combine my existing super. Thanks :)"​

Alex

"It looks really good, flows really nicely, all easy to understand for someone who doesn't know much about super."

Angela

brown kangaroo on brown field during daytime

"Your instructions were clear and very easy to understand, and you made it super easy to join if you had an existing super with a different organisation."

Eden

"Your instructions were clear and very easy to understand, and you made it super easy to join if you had an existing super with a different organisation."

Eden

"Easy to use - step by step - easy to verify my identity & to request transfer for my previous super provider."

Brenda

"Setup of my account was very straight forward and easy, particulalry the existing super combine. Investment options were straightforward and easy to digest."

Jorden

"Loved the dots under the words that you can click on to get more information about what it means and how to choose what's right for you. It feels fair and helpful. It just feels ethical and has a good feeling. I'm very happy I've chosen you guys!"

Fiona

Loved that it listed the main funds with logos - made it easy to identify and transfer super. It seemed a lot easier than I expected."

Serene

koala hanging on branch
a dog laying in the grass looking at the camera

"Very easy process to switch over with no interruptions or glitches. Very straight forward. The "copy" message to employer at the end was very helpful."

James

a close up of a koala on a white background

"Surprisingly simple process. The layout is clear and brief. I appreciate that I didn't need to provide very much information to join and combine my existing super. Thanks :)"​

Alex

"It looks really good, flows really nicely, all easy to understand for someone who doesn't know much about super."

Angela

brown kangaroo on brown field during daytime

"Your instructions were clear and very easy to understand, and you made it super easy to join if you had an existing super with a different organisation."

Eden

"Your instructions were clear and very easy to understand, and you made it super easy to join if you had an existing super with a different organisation."

Eden

"Easy to use - step by step - easy to verify my identity & to request transfer for my previous super provider."

Brenda

"Setup of my account was very straight forward and easy, particulalry the existing super combine. Investment options were straightforward and easy to digest."

Jorden

"Loved the dots under the words that you can click on to get more information about what it means and how to choose what's right for you. It feels fair and helpful. It just feels ethical and has a good feeling. I'm very happy I've chosen you guys!"

Fiona

Loved that it listed the main funds with logos - made it easy to identify and transfer super. It seemed a lot easier than I expected."

Serene

koala hanging on branch
a dog laying in the grass looking at the camera

"Very easy process to switch over with no interruptions or glitches. Very straight forward. The "copy" message to employer at the end was very helpful."

James

a close up of a koala on a white background

"Surprisingly simple process. The layout is clear and brief. I appreciate that I didn't need to provide very much information to join and combine my existing super. Thanks :)"​

Alex

"It looks really good, flows really nicely, all easy to understand for someone who doesn't know much about super."

Angela

brown kangaroo on brown field during daytime

"Your instructions were clear and very easy to understand, and you made it super easy to join if you had an existing super with a different organisation."

Eden

"Your instructions were clear and very easy to understand, and you made it super easy to join if you had an existing super with a different organisation."

Eden

"Easy to use - step by step - easy to verify my identity & to request transfer for my previous super provider."

Brenda

"Setup of my account was very straight forward and easy, particulalry the existing super combine. Investment options were straightforward and easy to digest."

Jorden

"Loved the dots under the words that you can click on to get more information about what it means and how to choose what's right for you. It feels fair and helpful. It just feels ethical and has a good feeling. I'm very happy I've chosen you guys!"

Fiona

Loved that it listed the main funds with logos - made it easy to identify and transfer super. It seemed a lot easier than I expected."

Serene

koala hanging on branch
a dog laying in the grass looking at the camera

"Very easy process to switch over with no interruptions or glitches. Very straight forward. The "copy" message to employer at the end was very helpful."

James

a close up of a koala on a white background

"Surprisingly simple process. The layout is clear and brief. I appreciate that I didn't need to provide very much information to join and combine my existing super. Thanks :)"​

Alex

"It looks really good, flows really nicely, all easy to understand for someone who doesn't know much about super."

Angela

brown kangaroo on brown field during daytime

"Your instructions were clear and very easy to understand, and you made it super easy to join if you had an existing super with a different organisation."

Eden