Colonial First State - Trent Roberts

Disciplines:
Website Design
Design Systems
UX/UI
eDM Design System

Colonial First State CFS

When Colonial First State, one of Australia's most established wealth management groups, approached us, their digital presence wasn't matching their market reputation or meeting the evolving expectations of Australian investors. As Head of Experience Design, I led a comprehensive transformation through an intensive four-phase approach spanning discovery, ideation, strategic planning, and meticulous implementation. We didn't just redesign a website; we architected a digital ecosystem that delivered amazing results: an $11.8 million increase in superannuation funds under management and a 21% uplift in website engagement. This website redesign demonstrates how rigorous user-centered design methodology, combined with sophisticated technical implementation, created a digital experience that serves both Colonial First State's business objectives and empowers Australians to take control of their financial wellbeing.

Discovery

We began by understanding the opportunity through multiple workshops to align on business goals and objectives. Then diving into brand immersion which included: synthesising documentation, gathering insights, review the competitive landscape, user interviews, and stakeholder interviews.

Ideate

We then shaped the future state by developing experience principles, wireframes, and user flows. Defining information architecture, explored visual design concepts, created the design system elements, and prototyped with iteration through user testing and refinement.

Plan

This involved defining the path forward with design specifications, interaction design guidelines, and a detailed product roadmap. With a project of this scale, we established a solution architecture, outline dependencies in the project plan, and delivered technical and functional specifications.

Create

We Implemented a refreshed identity, new design system with over 60 components and a flexible CMS authoring experience. Once launched, we refined through development, with design support during sprints, QA testing, deployment, and ongoing testing and optimisation.

Results

$11.8M increase in Superannuation funds under management (FUM)

21% Uplift in website engagement

-4% decrease in attrition compared to the previous year

$320M retained FUM due to decreased attrition

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