Role: Senior UX and UI Consultant
I helped shape UX strategy for ASB’s core digital banking products, improving customer journeys and strengthening the role of design in a complex financial services environment.
Context & Challenge
ASB operated a large suite of digital banking services used by millions of customers. Key journeys, particularly around identity verification and compliance processes, were difficult to use and created friction for both customers and internal teams. Design needed to play a stronger role in shaping product roadmaps and aligning multiple delivery squads around a shared experience vision.
Approach & Decisions
Working alongside product owners, engineers, and senior stakeholders, I focused on improving user outcomes while increasing the influence of UX within the organisation. I:
- Consulted on UX strategy for high impact banking products and services
- Partnered with product and engineering teams to redesign critical KYC and AML customer journeys
- Introduced clearer design patterns to support consistency across channels
- Used research and testing to guide prioritisation and decision making
The emphasis was on connecting user needs with regulatory and business requirements in a practical, delivery focused way.
Outcome & Impact
- Contributed to a 15 percent lift in digital adoption through improved journeys
- Reduced friction in complex compliance processes for both customers and staff
- Increased alignment between squads through shared UX direction and patterns
- Strengthened the role of research in shaping product roadmaps
Stakeholders recognised UX as a more strategic contributor to major product decisions.
Reflection
The most significant impact was helping design move from a supporting function to a trusted partner in a highly regulated environment. By balancing user needs with compliance realities, we delivered improvements that were both customer centred and commercially sound. Future progress would involve deeper analytics integration to measure ongoing behavioural change.