ASB Bank | UX & UI Design

Give New Zealanders the financial tools to be good with money

Project Context

After discovering that 40% of New Zealanders don't have $1000 saved, ASB set out to change this. Client wants an uplift of their Financial Wellbeing Hub that will align with new upcoming campaigns to help Kiwis with their money.

Client Ask
Understand recent customer research and upcoming campaigns, and redesign the Financial Wellbeing Hub to better engage users as they navigate through content and tools.

My Role
Senior Experience Designer, the sole designer on this work. I worked collaboratively with project stakeholders, creative team, content writers and technical developers.

APPROACH

Establishing a shared vision through research and collaboration

I worked closely with a multidisciplinary team to build a shared understanding of the existing Financial Wellbeing Hub, customer research and upcoming campaign objectives. By reviewing the current experience, auditing existing content and gathering campaign assets, I helped establish a clear foundation for redesigning the Hub to better engage customers and create a cohesive experience across ASB’s financial wellbeing initiatives.

  • I collaborated across disciplines and maintained regular engagement with the project team to share insights and align on priorities

  • I audited and mapped out the existing content, reviewing the existing MVP site and auditing the content to understand the current experience. Content mapped to three core categories — Manage Spending, Improve Saving and Manage Debt — with resources, tools and guides for each.

  • I aligned the experience with upcoming campaigns, reviewing assets from three upcoming campaigns, spanning social media and television advertising, to understand their messaging, visual identity and objectives. Used these insights to help ensure the redesigned Hub would provide a consistent brand experience and connect campaign activity with relevant financial wellbeing content.

DISCOVERY

Mapping customer journeys

I led discovery activities to understand how customers could navigate the Financial Wellbeing Hub to find relevant information, tools and guidance for their individual financial needs. By combining existing customer research with content mapping and journey planning, I explored how different customer types might engage with the platform, identifying opportunities to create more intuitive pathways between content, tools and campaign touchpoints.

Key activities:

  • Analysed existing customer research to build an understanding of customer needs, behaviours and pain points.

  • Mapped content across the platform, documenting the available tools, guides and educational resources to understand the breadth of content and how it supported customers across the three core financial wellbeing categories.

  • Developed customer journey maps to illustrate how different customer types might move through the Hub, identifying relevant content and tools based on their needs, goals and stages of their financial wellbeing journey.

  • Connected campaign touchpoints to the customer journey, considering how customers would enter and exit the experience, including pathways from campaign activity into the Hub and onward to relevant content. This helped identify opportunities to create more connected journeys between campaign messaging and practical financial support.

DESIGN

A personalised, customer-first experience

Using insights from discovery and customer journey mapping, I translated customer needs into a clearer content hierarchy and more intuitive platform experience. My focus was on making relevant financial wellbeing resources easier to find, creating more personalised pathways through the Hub, and ensuring the experience was designed for mobile first while remaining consistent and effective across desktop.

  • Prioritised content around customer needs
    Used the content mapping and journey insights to reassess content priorities and refine page hierarchies, ensuring key information, tools and guides were surfaced in line with customer needs and intent.

  • Identified opportunities for personalised content
    Explored how content could be tailored to customers based on their entry point into the Hub, creating more relevant pathways that connected campaign messaging with useful resources and tools.

  • Adopted a mobile-first design approach
    Designed for mobile devices first, prioritising clear content hierarchy, intuitive navigation and accessible interactions before adapting the experience for desktop.

  • Optimised and extended the design system
    Leveraged existing components to maintain consistency and efficiency, while identifying areas where new components were needed to support the redesigned experience.

  • Developed wireflows and interactive prototypes
    Created wireflows and prototypes to communicate proposed journeys, content structures and interactions, bringing the experience to life for stakeholder review.

  • Facilitated regular feedback and iteration
    Presented design progress to project stakeholders on a weekly basis, gathering feedback, aligning on decisions and iterating designs to continuously improve the experience.

DELIVERY & OUTCOME

Clearer pathways to financial wellbeing

The redesigned Financial Wellbeing Hub created a more structured and accessible experience, helping customers navigate relevant content, explore self-service tools and guides, and take the next step towards improving their financial wellbeing. The layout supported the client’s key objective of encouraging customers to engage with available resources or book a conversation with a financial wellbeing expert when they needed additional support.

  • A more intuitive content experience

  • Pathways to connect customers with the right support

  • A defined information architecture of the platform

  • Journey maps for the 3 key customer groups

  • Refreshed 15+ existing content UI screens

  • Designed 5+ new content UI screens

  • Recommendations for future UX enhancements

Supporting financial wellbeing journeys

The redesigned Hub creates clearer pathways to relevant financial guidance, self-service tools and expert support, while delivering a more consistent brand experience across ASB’s campaigns and digital platform. By simplifying navigation and refreshing existing content, the experience aims to increase engagement and help more New Zealanders take meaningful steps towards improving their financial wellbeing.