Learn and Adopt
Creating a feature is just one aspect of its success. During my time in the ANZ App team, my responsibilities involved playing a crucial role in both implementing and promoting new app features. By prioritizing both internal education to empower our team to serve as advocates and support functionality, as well as external customer-facing communication, our team was able to provide substantial business and customer value.
Enabling autonomy
During the pandemic, our team had to find ways to enable self-service outside our physical branches. Anticipating a rise in call centre volumes, we focused on proactively engaging customers before they reached that touchpoint.
Over two years, we built, released, and promoted feature awareness and educational materials. Our team produced over 30 how-to videos for training purposes alone. These videos led to a significant increase in self-service, garnering more than 175,000 views - an average of around 240 views per day. By factoring in the cost of creating these assets through our agency partners and the operational costs associated with those calls, it is estimated that our efforts saved ANZ over $800,000. Not a bad outcome for a team of just two!
Shout it from the rooftop
Building on the success of our video assets, our team began exploring ways to use this medium across our channels. We focused on creating awareness materials to accompany higher value features or initiatives.
In addition to the awareness benefit, our team also aimed to address how we could make this type of content accessible to all users. Using a standard pattern of video transcripts, we sought to provide a more parallel experience. As a result, we embedded audio accessible dialogue that focused on delivering the message with an equivalent experience. These tracks are automatically triggered when VoiceOver accessibility is enabled on a device, and they aim to bridge the gap between our diverse customer base.
Although communication design is not a new concept, ANZ has traditionally outsourced this type of work, with design focusing solely on delivering experiences. Recognising the crucial role that release and adoption play in feature development, as well as the importance of dialogue with customers, I collaborated with the marketing team to establish this function within our team. The cost-benefit example described earlier is just a small part of the overall value we were able to provide. Moreover, the design function was able to establish significantly closer connections with both primary stakeholders and customers.