Transforming CBA into a digital leader
Recognising that technology can improve the financial lives of their customers, Australia’s leading bank CommBank looked to White to help navigate them through the ever-changing digital landscape. What began as a one-off website redesign turned into a fruitful seven-year collaboration, and from 2006 – 2013, we helped turn CBA into one of the world’s leading digital banks.
As Head of Design, I worked with my colleagues at White to drive the creation of CommBank’s digital strategy. I then lead the design, build and ongoing custodianship of the CBA website platform, continually refining, optimising, and enhancing the experience around the customers’ shifting needs and expectations.
An award winning portfolio of work
I greatly enjoyed playing a leadership role in the conception and creation of CBA’s suite of world-class mobile products including payment app Kaching, the multi-award winning CBA Property Guide, the CBA Customer Conversation service, and of course the CBA Banking app.
During my time working on the CBA account, we won 23 AWARDS, including…
Cannes International Festival of Creativity
Best Use of Mobile (Silver Lion 2011)
2011 Global Festival of Media.
Best Use of Mobile
17th AIMIA award winner.
Best of the Best Award
Best Financial Service
Best Mobile Advertising or Marketing
2011 IAB award winner
Brand destination site
Rich Media and Digital Video
Campaigns that counted
I also led the design of several breakthrough digital initiatives like Coinland (a virtual gaming world to build financial literacy among Aussie kids), Goalography (an online data visualisation tool to help Aussies meet their financial goals), as well as digitally-led campaigns such as The Harringtons, Bob and Doreen, and Ideabank.
I consider this client relationship to be one of the most fruitful of my career, as I helped deliver best-in-class projects to help propel the bank into its position as a true global leader in technology and customer satisfaction.