Doyle Perez

Increasing engagement 10% MoM on average for Investing Search & Browse in the CommBank app

Jul 2023 • 2 min read

Overview of Search experience for Shares

Problem

Investors struggled to access important information, hindering engagement

CommSec was facing a decline in market share against competitors like Stake and Revolut. The aim was to introduce a seamless investing experience to 8.1m CommBank app users.

My Role

I led the UX strategy and process from ideation to implementation over 24 weeks

I collaborated with a team in a scrum framework including an experienced UI Designer.

Flow of Browse experience for ETFs

Process

I validated discoverability and comprehension of investing terminology by conducting usability testing

Understanding user needs and competitor experiences enabled me to make strategic design decisions.

Comparator analysis of Apple Health and eCommerce

Solution

I minimised costs to build by aligning with the broader app team to identify reusable components

CommBank app users could expect a consistent user experience throughout the app.

Demonstrating reusable components for App search (left) and Investing search (right)

Challenge

Data vis added delight but also introduced accessibility risk

I met accessibility requirements by implementing recommendations from an accessibility expert.

Data vis execution, mock up (left) and live experience (right)

Outcome

A successful launch, coupled with a roadmap for future enhancements, marked a significant achievement

140k

Total visits

+10%

Visits increase MoM

50k

Trade starts (tapped buy/sell)

Data from Sep - Nov 2023. Rounded up to whole number.

CommBank announcing investing in CommBank app

Learning

Empowering my UI Designer to take ownership enabled me to focus on other projects in parallel

I met deadlines by delegating UI specifications, alignment activities and development review.

UI specifications for Search experience

Feedback

"You helped me (and rest of the team of course) visualise some of the tricky scenarios in order to establish the BE workflow and contract mapping. You have always been quick to help whenever needed or answers all questions I had."

— Senior Backend Developer, CommBank

"Doyle has been a great UX person to work with, he is pragmatic and communicates ideas well to technical and non-technical people. He is also hands on and able to break up his designs into small pieces that are easy to implement"

— Senior iOS Developer, CommBank

"Very easy to work with. And always approachable to the team. Took ownership to move things forward. Doyle always did great presentation to explain the UX."

— Senior Business Analyst, CommBank

View my work

Boosting trade activity 7.2% month-on-month (MoM) on average by launching Trading in the CommBank app

Dec 2023 • 2 min read

View case study