In 2017, Maxxia engaged us to support the transition to a single salary packaging card by validating and refining their new app through a user-centred design approach. As UX Principal Consultant, I co-led stakeholder workshops, co-design sessions, and user testing to align business goals with user needs. We delivered an interactive prototype, key insights, and clear recommendations, resulting in a streamlined, user-friendly app and a roadmap for future improvements.
Year: 2017
Client: Maxxia
My Role: UX Principal Consultant
THE CHALLENGE
Maxxia, Australia’s leading salary packaging provider, was transitioning from multiple cards (for Salary Packaging and Meal Entertainment) with ANZ to a single joint card solution. This shift required a complete overhaul of the customer experience.
My colleague and I were engaged to:
- Validate the proposed user flows and designs with actual users.
- Inform the design process with actionable recommendations to improve the user experience while meeting business objectives.
- Minimise the impact on existing users by simplifying the transition to the new card functionality through a clear, user-friendly app design.
THE APPROACH
We used a Human-Centered Design (HCD) approach, following the Double Diamond framework, to ensure the process was both strategic and iterative, keeping the user experience at the heart of every decision.
Discover & Define
Understanding and Defining the Scope:
We facilitated a workshop with key stakeholders to understand and prioritise business and user goals. We defined key app features and identified technical limitations. This phase helped align the team on a unified vision for the product.
Co-Design Workshop:
We facilitated a design jam with key stakeholders to co-design key user journeys.
Develop
Concept Design and Wireframing:
With a clear direction in place, we sketched out key features and flows based on both business and user goals. We created a paper prototype, which we then converted into an interactive InVision prototype, allowing for iterative refinements.
User Testing:
We recruited participants representing Maxxia’s target audience and conducted user testing sessions. Throughout these sessions, the client observed and took notes in the observation room, providing direct feedback. This allowed us to validate assumptions and refine the design.
Deliver
Analysis and Synthesis:
After each testing session, we synthesised findings with the client in real-time to ensure they felt engaged and informed. Once testing concluded, we finalised the analysis and documentation, providing actionable insights and recommendations for improving the user experience.
Presentation of Findings:
We delivered a comprehensive presentation of the findings, including both tactical recommendations for the app’s immediate launch and strategic suggestions for future iterations. This helped guide the client through both the current needs and long-term goals for the product.
Visual Design:
Based on user testing feedback, we created visual designs for key app pages, integrating the client’s existing style guide and suggesting enhancements that allowed for future flexibility. These designs helped ensure a smooth and consistent user experience across the app.
THE OUTCOME
The final design provided Maxxia with:
- Valuable Feedback: Clear insights and tactical recommendations that ensured a seamless user experience during the app’s implementation.
- A Roadmap for Future Iterations: Strategic recommendations to guide ongoing improvements as the app matured and user needs evolved.
- Empowerment for the Client: Through mentoring, we guided Maxxia’s team through the HCD process, equipping them with the knowledge to continue applying this methodology to future initiatives.
The app was set to go live in mid-2017, marking a significant milestone in Maxxia’s user experience transformation.
THINKRUIZ 