Problem

New investors' lack of confidence and understanding was impeding trade activity

CommSec faced a decline in market share against competitors such as Spaceship and Raiz. CommBank aimed to introduce an intuitive investing experience to 3 million new investors.

"I would have no idea where to begin"

“I don’t want to put my money out there in case I lose it”

“I won’t take that first step because I don’t  know much about it.”

Particpant verbatim from qualitative interviews

My Role

Over 24 weeks, I led UX and UI from inception to execution as the sole designer on my team

My goal was to inspire and empower new investors to start investing. I collaborated with a cross-functional team in a scrum framework, ensuring alignment with business goals and user needs.

Process

Usability testing uncovered comprehension issues on labels and copy

I created flows, wireframes and prototypes to test with 5 participants. Analysing competitors and comparators informed strategic design decisions.

Solution

Achieving a 100% pass rate in the second round of usability testing underscored the effectiveness of my approach

Users were able to navigate through the experience with ease. I collaborated closely with development teams, ensuring technical feasibility and smooth implementation.

Challenge

Designing an experience that was adaptable across different asset classes demanded more time and consideration

I facilitated collaboration with product stakeholders to understand requirements across various asset classes.

Outcome

Launching Exchange Traded Fund (ETF) trading in the CommBank experience marked a notable achievement

9.6k

Average trades per month

7.2%

Average trade growth MoM

62%

Average conversion rate

Data from Sep - Nov 2023

Learning

Efficient documentation and regular team check-ins reduced development costs

Leveraging CBA's UI design system facilitated streamlined development processes and minimised usability risks.

Feedback

"Doyle is a strong designer with great ideas to meet business and customer demands. Doyle is consultative and is very receptive to feedback to try and achieve the best customer and business outcomes."

— Design Lead, CommSec

"Not only does he provide us with his design experience so that we can deliver great Customer outcomes, he adds positively to the squad culture."

— Senior Product Owner, CommBank

"Really appreciate your input, feedback, decisiveness and how quick you are at explaining what needs to be done or fixed up. It's made working with you a joy, I think you're a fantastic team player, and a good leader in your domain."

— Senior iOS Developer, CommBank

Doyle Perez

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