In 2020–2021, Westpac launched its new native mobile app, and as Sub-Chapter Lead within the XLR8 team (Agile model), I helped drive customer migration and adoption strategies for 2.3M users. Collaborating with Digitas and internal teams, we designed tailored migration journeys and overhauled over 200 pieces of how-to content for clarity, accessibility, and scalability. By simplifying instructional formats and replacing costly, ineffective PDFs and videos with accessible, mobile-first content, we improved customer experience and saved the business significant costs. The result: increased engagement, a boost in NPS, stronger self-service metrics, and a $0.5M uplift in annual mobile sales—marking a benchmark in accessible digital banking.
Background
In 2020, Westpac launched its new native mobile banking app, starting with iOS and following with Android in 2021. The project, known as ION (Innovation on Native), was a complete rebuild from the ground up, marking a significant advancement in digital banking services.
Over two years, more than 280 people collaborated on the project, conducting 40 rounds of usability testing and engaging 200+ customer focus groups to ensure a scalable, customer-centric solution.
As part of the XLR8/XD team (Marketing and Public Sites), our mission was to:
- Develop and execute a go-to-market strategy that facilitated customer migration, onboarding, and adoption.
- Ensure accessible, seamless digital experiences across key digital touch-points.
- Support marketing and communication efforts for the rollout.
Challenges
Our team led two key work-streams:
- Customer App Migration Journeys (w/ Digitas agency)
- Executing a digital go-to-market communications plan.
- Enhancing the migration experience for 1.5M iOS customers and 800K+ Android users.
- Creating a communication strategy tailored to different customer cohorts and scenarios.
- How-To Content Overhaul
- Auditing 200+ website pages referencing the old app.
- Standardising and improving how-to content for clarity and accessibility.
- Ensuring video & PDF content met WCAG 2.1 accessibility standards.
- Aligning with the app team timelines to deliver instructional content on time.
Team Structure
Our XLR8 GTM team worked closely with the ION app team, consisting of:
- Service Owner
- Project Manager
- Digital Marketing Specialists
- Business Analysts
- XD designers (Senior & myself as Sub-Chapter lead)
- Copywriter & Producers
As Sub-Chapter Lead, I:
- Led collaboration with Digitas on migration journeys.
- Directed XD efforts on How-To content updates on our public site, supporting the senior designer.
Approach: CX-Led & Data-Driven
Our strategy focused on building anticipation, minimising disruption, and driving adoption.
Understanding the Customer’s Needs
Westpac customers had three key questions:
- What’s changing? – Clarity on new features.
- How do I get started? – A seamless onboarding experience.
- What can I do with the app? – Awareness of functionality.
Migration Journeys Strategy
- Consolidated existing work – Built on previous insights.
- Segmented customers into cohorts – Evidence-based scenarios.
- Mapped tailored migration journeys – Actionable, targeted messaging.
- Activate & optimised communications – Cross-channel engagement strategy.
How-To Content Strategy
We discovered eight different content formats, leading to inconsistencies and maintenance challenges. To fix this, we:
- Conducted a content audit to align with the new ION iOS app rollout.
- Created separate guidance for iOS (ION) & Android (legacy app).
- Future-proofed content for the upcoming Android release.
- Used customer feedback & usability testing to refine friction points.
Execution: From Strategy to Implementation
Migration Journeys Execution
- Conducted workshops to define key cohorts & their needs.
- Mapped out customer & comms journeys for key cohorts.
- Developed a structured comms plan covering timing, assets, and channels.
How-To Content Execution
- Created accessible, mobile-first content for clarity & easy of use.
- Standarised instructional materials to ensure consistency and scalability.
- Integrated content updates into a continuous optimisation strategy.
- Educated business teams on accessibility best practices.
A Big Win: Cost Savings & Accessibility
Our audit uncovered major inefficiencies:
- Videos lacked transcripts – making them inaccessible and hard to update.
- PDFs were rarely downloaded – making them costly and ineffective.
Stakeholders initially resisted change (teams were already committed to producing more videos & PDFs). However, our data proved this was a poor investment.
- By shifting to a simpler, accessible, content strategy, we saved the business significant agency costs.
- We also established a scalable, accessible video creation process, ensuring future content met inclusivity standards while maintaining engagement.
Impact: Driving Business & Customer Success
Customer Impact
- Increased discoverability via improved Google search rankings.
- Accessible, consistent, and easy-to-navigate content across digital channels.
- Simplified banking experiences at scale.
Business Impact
- 7% increase in mobile app engagement (601K NBA app clicks/year).
- $0.5M annualised revenue increase from mobile sales.
- iOS NPS boost from 65–70 to 74–80.
- Increase in top self-service events from 3.5% (FY21) to 7% (post-migration).
- Digital card activation improved from 70% to 75%.
Conclusion
This project set a new standard in digital banking by seamlessly transitioning customers to the new app while reinforcing Westpac’s commitment to innovation & accessibility. Through strategic execution, cross-functional collaboration, and a customer-first mindset, we delivered tangible business outcomes and an enhanced digital experience for millions of users.
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