Colonial First State (CFS), a foundational name in Australian wealth management, faced a significant gap: their digital presence did not reflect their market reputation or meet the modern expectations of Australian investors.

 
The core challenge was two-fold:

 

As Head of Design, I led a four-phase comprehensive transformation spanning strategy, design, and technical implementation to deliver the new digital ecosystem. This rigorous approach began with Discovery, aligning stakeholders and synthesizing competitive and user insights, which then informed the Design & Implementation phase. We developed the entire experience architecture, established a new design system with over 60 reusable components to ensure a flexible CMS experience, and continuously refined the solution through prototyping and user testing, providing detailed design specifications for agile development and seamless technical deployment.