Redesign a Super fund's onboarding to improve joins & fund transfers
Vision
Design a new onboarding journey that communicates our values, converts well, and helps members confidently set their super up for success
Solutions
Increase conversion to join
1.1. Remove anxiety before starting
Before starting, the form clearly indicates the required information and time, and assure members they can resume if needed.
Before: The old form started with personal details; there was no heads-up about what you’d need and no way to save your spot.
After: The new form starts with clear steps, document checklists, and the ability to come back later.
1.2. Progressive disclosure & plain language
Ask one question at a time, write shorter copy in plain language, and defer disclosure of information until necessary.
Before: The old form had an overwhelming number of fields per screen and lengthy legalese copy.
After: The new form asks a limited number of question at a time and simplify language.
1.3. Motivate members each step of the way
Progress indicators minimise confusion and foster a sense of achievement as members move seamlessly through the flow.
1.4. Integrate Google address lookup
Members used to need to enter 5 - 10 fields, now they can use Google address to speed up and error-proof the process.
1.5. Add contextually relevant reminders
Reminders are contextually relevant to where members abandon the journey, addressing common concerns and highlighting the benefits.
Impact on join conversions
+75%
in join conversions
40% → 70%
+38 points
in overall CSAT score of the Join & Onboard journey
70 → 98 out of 100
Empower members to actively make investment choices
2.1. Compare investment options easily
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 compare easily.
2.2. Simplify jargons & display them contextually
All the key information on investment options (e.g. risk, returns, asset allocation) are rephrased in simple language and displayed on dotted line tooltips, instead of buried in Product Disclosure Statements (PDS) in complicated jargons.
Jargons used to confused members, and few opened the PDS…
…now they can click on tooltips to get explanations easily.
Try out the Growth investment option in the prototype:
2.3. Provide more explanations over email reminders and on the website
If members abandon the journey at investment options, they receive an email reminder which brings them to more guidance: an interactive table of returns, a line chart visualising the investments' growth over time, and blog posts with explanation of how to choose a suitable investment option.
Impact on active selection of investment options
4.35x more
members actively make investment choices
17% → 91%
+39 points
in CSAT sub-score of ease of choosing investment option
51 → 90 out of 100
Increase conversion to transfer funds from their previous Super
3.1. Motivate members to transfer funds
To explain to members that transferring funds would be simple and quick, we added animated illustrations to explain the 2 ways of transfers:
Option 1: verify IDs to search for existing super with Tax File Number (SuperMatch)
Option 2: choose fund logo and provide member number
Animated illustrations courtesy of Candela Schmidt (visual designer).
We also included survey feedback from members who have completed the process assuring that it would be quick and easy.
3.2. Improve the search function of all super details using Tax File Number (SuperMatch)
Members can:
verify their identity with government IDs
search for existing super with their Tax File Number
get all of their existing super funds' details (including their last reported balance) displayed so they can choose how much to transfer.
3.2.1. Improve the identity verification match rate with more databases and accepted documents
By adding background data sources and more accepted documents, we improved the 6-month running average of identity verification match rate from 62% to 78%, allowing more members to search for their existing super to transfer.
3.2.2. Make the existing super search results from Tax File Number more intuitive
Let members focus on essential information to make a decision to transfer fund:
Confirm that it is the correct fund (e.g. fund name, approximate balance)
Consider any important information especially insurance with the existing fund before transferring
Decide on the amount to transfer
Before (Desktop): The old form displayed an overwhelming amount of details about the SuperMatch search results
After (Desktop): The new form displays SuperMatch search results in a simpler way, with additional tips on insurance transfer
Before & After (mobile)
3.3. Add an alternative search by fund name and/or logo
Alternatively, we added a feature to:
Search by logos or fund names
Populate the fund's key details (e.g. Unique Super Identification, ABN) on members' behalf,
Members only need to type in the amount to transfer.
This helps conversion of members who might not have enough identity verification documents (e.g. foreigners), or those who don't want to verify identity due to cybersecurity concerns.
Impact on fund transfers
+117%
of joiners who transfer funds
18% → 39%
$240m
in fund transfers
Customer feedback
Anonymised customer feedback received from onboarding survey between Dec 2024 - Sep 2025.
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