AMP Super Search


Briefed by AMP to help their customers engage with super search experiences. Making it seamless and simple. We quickly realised that not only did we need to create a new experience, we needed to ask ‘what making it difficult for users to find what they’re looking for and what can we offer them?’

My work involved hosting and attending brainstorming workshops, user testing with existing AMP customers, resrarching other competitors. Prototyped new experiences. Worked on giving the online presence a fresher, simpler feel. Created a seamless on super search and consolidation process. Made it simpler to access information.

Problem Statement

AMP need to create higher customer engagement. Customers are spending less time interacting with Super search and consolidation online funnels. Are customers unclear of what are the benefits, what are the other channels they use to search and consolidate their super? How much do customers actually know about their super? What are their habits?

Starting Design From User Research

What other companies or products reach high engagement? I spoke to people, and used and analysed other products. What was working well and why.

What do people value. We interviewed existing and non AMP customer to get an opinion of the current superannuation market. who is doing what and who is doing well. if we can understand what people value, we can then create experiences around it.

Research led us to understand that customers needed a clearer understanding of how to request a search and the value of consolidate them into AMP account. How AMP can help them to better manage and invest their super. The AMP website is a huge beast with more than 4 entry points. Users have issues with mobile experience. There are too many different versions of webpages and forms. There is no one unified design pattern for content.

Research analysis and synthesis

Outcome

User testing


Once we were happy with the new design, we A/B tested it against the old one on a small portion of user base. The new design performing better than the old one in key areas.