Client Project | Elevate Super by Anna, Owen, Pablo, Elinna, Greg, Nat

Natasha Ballantyne AXI Instructor

Sarah Forde AXI Mentor

Anna Krajewska AXI Student

Owen Kane AXI Student

Pablo Jara AXI Student

Elinna Yau AXI Student

Greg Alexander AXI Student

Nat Leow AXI Student

Elevate Super

Sustainable Development Goals The brief’s objectives ● ●

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Elevate Super engaged Academy XI to design a blueprint for exceptional service

We’ve been working at an accelerated pace to deliver a future state experience

Based on our challenge...

How might we create a service experience for Elevate Super to build trust with ethically minded customers so that they can easily make a positive impact to Australia and the broader world, through Elevate Super, their fund of choice

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How might we

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How might we

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What the customer wants to feel How the organization must deliver

What the customers need What the organisation has to offer

“I care about the world but I don’t have the time or appetite to volunteer - thinking my tote bag, keep cup and super choices are small life choices that contribute to the greater good helps me sleep at night“

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"I believe that first & foremost I would invest in super for financial reasons & secondly I would look at sustainability" “Fees are a big factor, but that can be offset with demonstrating strong performance” "if they could show me at the end of the year at a glance, how the investment is going, what's the return, percentage."

“I find the different offerings quite confusing” “Had to educate myself on it - the extent of knowledge is what I've been curious enough to ask, don't know what haven't thought to ask” “Inaccessible and financial jargon. I'm overwhelmed and intimidated by super”

“I hate it's almost like they're secretive. They're not transparent like other systems” “Make the form as streamline as possible. Only the steps that are really required. Plus more in depth information if wanted” “Tell me everything I need to do quickly (checklist with links needed to help)”

“super is not my money at the moment” “I get my payslip every week, but the actual balance haven’t check it in about 2 months. But is something that you just expect to be there, you have to have a superfund when you are working” “I never really check it”

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“I find the different offerings quite confusing” “Had to educate myself on it - the extent of knowledge is what I've been curious enough to ask, don't know what haven't thought to ask” “Inaccessible and financial jargon. I'm overwhelmed and intimidated by super”

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“I hate it's almost like they're secretive. They're not transparent like other systems” “Make the form as streamline as possible. Only the steps that are really required. Plus more in depth information if wanted” “Tell me everything I need to do quickly (checklist with links needed to help)”

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“Super is not my money at the moment” “I get my payslip every week, but the actual balance haven’t check it in about 2 months. But is something that you just expect to be there, you have to have a superfund when you are working” “I never really check it”

Based on our challenge...

How might we create a service experience for Elevate Super to build trust with ethically minded customers so that they can easily make a positive impact to Australia and the broader world, through Elevate Super, their fund of choice

onboarding process

personal learning journey

to immediately build trust and feel empowered

build a digital community

How might we design the onboarding process to be clear, easy & accessible once someone has decided to join Elevate Super, so that customers trust us as their super provider, and feel in control of their financial decisions?

Anna Krajewska AXI Student

Owen Kane AXI Student

Pablo Jara AXI Student

Gain creators ● The customer never feels lost along the sign up process. ● Checklist - what you need & where to find it.

● Ask us anything starts to ● The customer finds out what they build trust, accessibility need as efficiently as possible and reliability through transparency ● The customer is well informed

● Customer Service/Support team (on and off line)

Products and services ● Ability to sign up in stages (pause) or in one go ● Crystal Ball feature to allow customers to predict potential outcomes

● Independent sign up in 1 or 3 steps

● The customers expectations are managed ● The customer feels in control and empowered

● Immediate customer support at any step ● Proactive checklist/ FAQ pre sign up ● Have financial calculators available ● Customise the view to my preference

● Not knowing what/where info to gather for sign up

● Not knowing the potential outcomes of investments

Pain relievers

● Have my questions answered

● Simulate my super outcomes

● Restarting registration if stopped part way ● Overwhelmed by information or options

● The customer can do their own simulations to decide which fund to invest in

● Gather all information needed to sign up

● Have easy access to my investment info

● Questions answered instantly

● Not having to stop and restart the sign up process

● Complete registration

Customer jobs

Gains Pains

● The customer can selfservice with the checklist

Onboarding

● Pause my application option

● Configure account

CONCEPT NAME: CRYSTAL BALL

CONCEPT NAME : CALCULATOR

What is the idea concept?

Feature that allows customers to look at financial predictions, simulate various options and scenarios. This can show both the financial and sustainable gains

What is the idea concept?

Online fee Calculator pre sign up and any time they are thinking on getting a new product from Elevate Super.

What customer problem is it solving?

Customers can become more comfortable with joining new super fund if they can see what are the possible gains (financial and sustainability wise). It can help build trust and plan for future

What customer problem is it solving?

Easy way to see immediately what are the fees that will apply to their personal situation before signing up. No surprises.

What business problem is it solving?

Helps trust building and can be a good tool to convince those new customers that are still on the fence

What business problem is it solving?

Show transparency from the beginning and through the ongoing relationship.

Understanding customers need in knowing exactly what and why are they are paying those fees.

What might this look like?

What might this look like?

What might this look like?

CONCEPT NAME ELEVATE SWITCH CHECKLIST

CONCEPT NAME: LET ME SHOW U

CONCEPT NAME : VS Video

What is the idea concept?

A short and snappy checklist that manages expectations and what’s needed to sign up.

What is the idea concept?

A short video (could be something like Prezi) very briefly introducing Elevate Super and it’s core values. The main focus of the video is t show new/potential customers all the steps they need to take before signing up and during the signup process. A simple and short (max 1 -3 min) how to step by step

What is the idea concept?

Sustainability vs Returns video , knocking down the myth Short video on the website explaining why is possible to invest in sustainability without sacrificing financial success. Available

What customer problem is it solving?

Managing expectations pre sign up and saving having to stop half way due to missing something.

What customer problem is it solving?

The video shows customers exactly what information and at what stage they will need to complete the sign up. Prepares them from a “checklist” point of view. It also shows how easy and quick the signup process is. Gives new customers glance into the Elevate Super as a business and its principles

What customer problem is it solving?

Open customers eyes, knocking down the fear of investing in sustainability.

What business problem is it solving?

Gets new customers onboarded first time with no friction/ frustrations.

What business problem is it solving?

The video can support educating potential customers about Elevate Super but it’s main purpose is to help remove roadblocks that at the sign up process.

What business problem is it solving?

Start building trust, showing future Elevate Super customers how can they invest their super with good returns and at the same time align them with their values.

What might this look like?

What might this look like?

What might this look like?

CONCEPT NAME: ELEVATORS What is the idea concept?

What if we called the support staff 'Elevators' like Google's new recruits being 'Noogles'? The job of an Elevator is to take you to the most appropriate person or resource to solve your problem - an Elevator is like the helpful front of house person at Bunnings who asks what you're after when you walk into the store.

This could be a chat bot or pop up chat feature on the landing page.

What customer problem is it solving?

If the customer can’t find what they need easily they can go straight to of our elevators so they don’t end up doing laps of the site looking for something they need.

What business problem is it solving?

The business makes sure the people get what they want in an efficient, timely manner and end up loving interacting with the service as it’s so easy to access.

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Onboarding

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Simple and Intuitive

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Step by Step process

Elevate’s 3 steps to super success VALUE PROPOSITION

A simple & intuitive step by step process to onboarding.

ILLUSTRATION

KEY ACTIVITIES

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Sign Up Switch Set Up Support Try before you buy

CUSTOMER RELATIONSHIPS SWITCH

RISKS ● ● ●

Losing customers at first step Customers feeling overwhelmed Customers not feeling supported

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They want They want They want They want They want

to feel like they know what they’re doing to complete in 1 sitting (or option to pause) to do it themselves without support access to support at any stage to see the implications of switching BUSINESS CONSIDERATIONS ● ● ● ● ● ● ● ●

Need support team structure UX team to develop Dashboard CMS System for each step UI team for content/ platform Instructional video content Data/ Analytics team to analyse interactions Content Comms dev team Widget/ app developer

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Johnny read an article or had a recommendation from a friend for a new sustainable super fund.

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Johnny clicks on the "crystal ball". In a pop up window he enters all of his circumstantial information (age, Super balance, Salary, Super contribution, family status). He clicks the GO button.

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Johnny visits the website to find out more. The landing page offers him 3 doors: financial, sustainable investing and elevate switch

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The magic crystal ball reveals two estimates: What his super could look like in 1 year, 5 years, 10 years, 20 years & at retirement. It also shows the potential sustainable impact he could make with a lifetime super contribution in real terms (schools, wells, shelters etc).

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He clicks on the elevate switch section which reveals 2 main features: A. Quick guide (icon led) B. 1 on 1 support (chat/ mail/ call)

He looks closer at the quick guide which features: Time required, Steps to Switching, Documents required, Fees, Crystal ball, Security.

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So Johnny thinks that ES looks good and decides to check the remaining features of the quick guide: No surprises, time estimate and list of documents.

Johnny feels confident and and makes the decision to Sign up.

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Johnny begins the sign up process and fills out the form consisting of basic information (Phone number, address, DOB etc.) Quick check list & support feature are constant on page.

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Johnny provided his super details to activate or switch.

Quick check list & support feature are constant on page.

If for some reason Johnny has to stop the 3 step process, he is sent an email explaining and prompting what he needs for the next steps. Quick check list support feature are constant on page.

Johnny is prompted to choose portfolio and personalise his dashboard. Quick check list & support feature are constant on page.

If for some reason Johnny has to stop the 3 step process, he is sent an email explaining and prompting what he needs for the next steps. Quick check list support feature are constant on page.

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Johnny has successfully set up his account and is good to go. He can see his super financials as well as sustainable contribution. He can also watch videos on sustainability or financial advice. Crystal ball is featured to encourage voluntary contributions & support feature is present.

Johnny receives an onboard email welcoming him to the Elevate Community. It introduces him to his dashboard and offers more information if he wants to access tutorials.

Support feature are constant on page with crystal ball prompt.

Johnny gives himself a virtual fist bump - He’s happy with his decision and one step closer to saving the world.

Elinna AXI Student

Greg AXI Student

Nat AXI Student

● Customer feels in control

● Stay on track product

● Customer feels informed and empowered with knowledge

● Interactive graph/dashboard with pop ups of either relevant financial or sustainable insights

● Aligning ethically minded customers to their values through sustainable investing ● Change the mindset and attitudes around super

● Relevant up-to-date content on sustainable investing

● Is able to access content and articles in a digestible way on the go

● Log into account to read ES content ●

● Gives customers the power to invest in what they believe in

Get educated

● Understand finance and investment impact

Gains

Products and Services ● Breakdown of top sustainable funds of the month

● Trust from the customer

● Customer feels that they are making a positive impact on Australia as well as their own future

● Impact tracker ● Select companies based on preferences

● Immediately understands their account and relevant information

Gain Creators

Customer jobs

Pains ● Access to quality educational content on finance and sustainability

● Skeptical about super funds and the financial industry

● Transparency ● Reduce the time it takes for customers to understand their account and read up on information by making it a seamless and easy experience at whatever level (FAQs, email and phone call) ● Good communication from the organization’s end

Pain Relievers

Personal Learning Journey

● Lack of knowledge about super/finance

● Positively contribute to solving sustainability problems through super ● Feel productive & empowered by getting on top of finances

● Unsure whether or not they have made the right decision being in ES ● Not knowing where to find information about their superfund account which wastes time

My Money, My Future.

Our Investments, Our Impact.

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Impact Tracker

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Stay on Track

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Sustainable Table

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Company “Player” Card Stats

Creating a Personal Learning Journey in Sustainable Investments VALUE PROPOSITION

Customers learn about their super and the positive contribution it makes to sustainability - to better prepare for their future ILLUSTRATION

KEY ACTIVITIES ● ● ● ● ●

Log in to see their financial performance.

Learn about the UN’s sustainability goals Log in to learn how “our” companies are moving us to a sustainable future. Performance on sustainability goals.

Tell others they’re helping sustainability Confidently make decisions to manage their super

CUSTOMER RELATIONSHIPS ● ● ● ● ●

RISKS ● ● ●

They want a fund they can trust their finances to.

They want to make good returns first, and be sustainable.

They want to believe Elevate.Super knows how to choose companies that are making a sustainability difference.

They can learn at their own pace They will learn things that are relevant to super and sustainability

FEATURES AND BENEFITS Customers don’t want a learning journey Customers say they value sustainability, but act purely on financial returns.

Customers don’t want and/or don’t trust learning about super and sustainability through Elevate.Super

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Customers can choose their own path or be guided through the journey Balance between general (fund performance, SDG impact) and personalised content (overlay of customer’s super balance)

BUSINESS CONSIDERATIONS ● ● ●

Need sustainability scores for companies Need to monitor news about each company for sustainability stories.

Need to demonstrate reaction to investment if a company goes fossil.

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Kate receives her monthly email. It gives a dashboard-like summary with a link to go online.

She notices it has a few highlight stories of the month - some financial, some sustainable, but clicks on her dashboard to log into her Elevate Super account

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Kate likes seeing a quick visual overview of what she has invested and the fees she's paying as well as checking what her employer has recently deposited. She sees a reminder that her money is growing.

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The browser opens and the Elevate Super login screen appears.

Security is important. Her details are auto saved on her personal browser.

Kate sees her dashboard, the home screen is all about her super account. It has 3 main areas My Money My Future - Our Investments Our Impact - Learning

She sees choices for financial performance “My Money My Future”, "Our Sustainable Impact", articles, and community. She decides to find out more about his Super financial performance.

She logs in.

She’s a new member, and the quick guide and a tutorial are prominent (plus the 60-second intro video she hasn't watched yet).

Kate clicks the "My Money My Future" button

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Kate sees an overview of all the tips and actions that E.S. offers to make it easy to ensure his super stays on track. She can update some data on her super goals and answer questions to personalise the available tips and actions (e.g. health check, set reminders etc).

She returns to the last page, and clicks on "Our Investments, Our Impact"

Kate sees a list of the top 10 E.S. investments (similar to the financial performance visual) but this time showing each company's SDG scores. She sees comments explaining recent changes to some investments in the fund. As a new user, she sees a higher proportion of learning links (presented as short intro with link to more).

She clicks on one of the links

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On the same screen, Kate is able to explore his super's financial performance past, present and predicted future through the interactive graph. It shows she is trending towards a "Modest Lifestyle" by the time she reaches average retirement age.

She notices she can drill down further into the visuals Kate clicks on an option for "Stay on Track"

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Kate explores "Player Card" company stats to see in detail companies and how they are contributing to Sustainability Goals.

She glances at the SDGs down the right side, and can see why ES invests in them. Instead of clicking "more", she swipes right to see some other companies

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Kate likes to tell people about things that she finds important. So she share the article and other content sometimes.

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Kate wonders what one of the SDGs means on the playing card, and when she clicks on the SDG it brings up an article about it.

She reads a bit then clicks through to the learning portal - Learn with Our Community

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Kate scans the Learn with Our Community landing page. This month Elevate.Super is shining a spotlight on the UN SDG goal of Health and Wellbeing. She can see special content and activities that are happening in the month around the Health and Wellbeing goal. She also sees other non-themed content (articles, podcasts, trivia from E.S. and partner programs).

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Kate takes part in the comments of content by Elevate Super and engages in discussion with other members on the content

When Kate runs into some friends they remember the article she shared, and ask her about superannuation or sustainability.

Discussing how companies are helping to make things better is something he likes to do. She’s doing this on existing social media for now.

She also likes giving fun facts, interesting trivia - telling friends at the pub something they wouldn't know.

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Kate glances over a few articles that offer ways to help the world through sustainable behaviours, ethical investments. She notices articles on how to successfully invest also. She finds an interesting article. Kate decides to learn why an investment in a sustainable company actually helps it be more successful - and how investing can impact the SDGs.

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Kate receives an email letting him know about an upcoming webinar that E.S. is hosting on Super. She's received the email because he opted into the Stay on Track feature. She reads a bit about the webinar which sparks his interest and he has enjoyed all the E.S. content so far, so she clicks on a link in the email to register.

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Any questions?

Let’s decide on the next steps together...

Defining the roadmap Let’s define the roadmap together

A roadmap can help us identify areas of focus across different topics, aligned to different horizons. i.e. the left and bottom axis may use the 5Ps, and the top and right axis might align to the horizons

Adapted from Fjord Business & Service Design - Roadmapping & Prioritisation 2016

Defining the roadmap Step 1 - in a roadmapping activity IDENTIFY THE STEPS First, establish the items you are prioritizing and write them on individual sticky notes. These can be: ● ● ● ● ● ●

Projects Ideas Features that you plan to implement Jobs to be done User groups or personas Research activities

Adapted from Fjord Business & Service Design - Roadmapping & Prioritisation 2016

Defining the roadmap Step 2 - in a roadmapping activity ALIGN ON THE CAPABILITY STREAMS Cluster the concepts into one of five high level capability streams.

These streams on the right are examples, for our purposes we will be using the Service Ps. ● ● ● ● ●

People Partnerships Products and places Processes Performance

Adapted from Fjord Business & Service Design - Roadmapping & Prioritisation 2016

Defining the roadmap Step 3 - in a roadmapping activity DEFINE THE HORIZONS & MAP Finally, define the criteria according to which you’ll perform the prioritisation.

The criteria could be low, medium, high impact on the user or feasibility, or on your horizons i.e. ● ● ●

H1 (<1 year - Minimum Viable Product) H2 (1 - 3 years - Pilot) H3 (3+ years - Scale)

Move the clusters onto the appropriate horizon and capability.

Adapted from Fjord Business & Service Design - Roadmapping & Prioritisation 2016