Auditing the customer experience for BT self managed super funds

The Challenge

BT is one of the largest providers of Superannuation and Wealth Management services in Australia. Due to the newness and complexity of Self Managed Super Funds (SMSF), BT wanted to gain strategic insight into customers' experience and position their online product offering to attract, inform and assist customers across all phases of the SMSF purchase journey. Praxis was engaged to evaluate the customer experience and strategy of existing SMSF products.

Finding requirements

Finding requirements

Working closely with BT, Praxis scoped out all requirements. The deliverables would include UX research including surveys and interviews; agile UX design and prototyping to support rapid iteration, presentation and communication of product concepts; user testing facilities, recruitment and evaluation of prototypes, and; visual design and UI development capability to support internal BT capacity.

Benchmarking the competition

Benchmarking the competition

The customer journey pathway was evaluated across experience touchpoints in four phases: Purchase Pathway, Consideration, Commitment and Purchase. There were 10 key areas identified for recommendations.

Evaluating the customer journey

Evaluating the customer journey

The customer journey pathway was evaluated across experience touchpoints in four phases: Purchase Pathway, Consideration, Commitment and Purchase. There were 10 key areas identified for recommendations.

Improving the service offering

Improving the service offering

Design recommendations to shift focus from branding towards pathway efficiency, including navigation, visual design, form support, progress feedback, improved error prevention and recovery. Content Recommendations for building awareness and increasing user trust, including SEO optimisation, engaging and educational content, product comparison tools to enable research and improved user support.

“Retiring with lots of super is super cool”

Customer Experience Strategy

User Experience Design

Continuous support and improvement