FinTech built out a human centred customer value proposition to unseat the leadership of monopoly competitor

The client

Unique value proposition is a term thrown around a lot in business. But what does it really mean? A value proposition is a promise of value to be delivered. It’s the reason why a customer would choose your product or service over your competitor’s.

If that seems simple, it's because it is. But crafting a value proposition that's clear, concise and compelling is harder than it looks.

Our Fintech Client needed a way to understand what drives customer satisfaction for e-Conveyancing customers. They also needed to know how to design an experience that will challenge the market.

Proto was able to provide them with an understanding of the customer journey and how to craft a unique value proposition.

Fintech customer journey map artefact

The challenge

The process of buying or selling a home is often stressful, time-consuming and confusing.

Our Fintech Client wanted to make the process easier for their customers by providing a simple, efficient and easy-to-use online conveyancing service.

But they needed help understanding what their customers really wanted and how to create a value proposition that would set them apart from their competitors.

The basis for this new value proposition would be superior customer experience, but understanding what customers consider to be actual value is not always obvious.

This is where Proto came in. We were able to provide Our Fintech Client with an understanding of what drives customer experience for e-Conveyancing customers.

Armed with this information, Our Fintech Client was able to create a value proposition that is not only customer-centric but also differentiated from its competitors.

Fintech enablers artefact in a book flip mockup

Smarter Value Propositions for organisations that value being smarter

Data is at the core of what we do at Proto. We work with our clients to ensure they have a data-driven understanding of their customers, what they value and how they behave.

This allows organisations to make smarter decisions about their products, services and marketing.

Collecting this data is only half the battle. The other, arguably more important, part is understanding what it all means and how to use it to create a value proposition that is not only customer-centric but also differentiated from its competitors.

Turning data into insights

This was certainly the case for our Fintech Client, a leading provider of e-Conveyancing services in Australia. Proto was engaged to provide an understanding of what drives true differentiation for e-Conveyancing customers.

This would ensure they had a granular and detailed view of the customer journey and how to design an experience that would challenge the market.

The data we collected showed that customers valued convenience, transparency and simplicity when choosing an e-Conveyancing provider.

They also wanted a company that made their lives easier, not just by providing a great product or service, but by going above and beyond to make the process as stress-free as possible.

Our Fintech Client had some great differentiators that we were able to leverage in our insights and recommendations. By understanding what was important to their customers, we were able to help them design an experience that not only met but exceeded customer expectations.

Fintech need states and enabler wheel artefact Fintech need states artefact

Good experiences are verbs, bad experiences are nouns

One of the primary issues our Fintech Client needed to overcome is the change fatigue that exists in the industry. The poor experience many practitioners had when changing to e-conveyancing from a paper-based system has made potential customers very resistant to change.

By understanding the needs of their customers, Proto was able to help our Fintech Client design an experience that not only met but exceeded customer expectations.

The core of this experience was the right verbs. We designed the user journey and touchpoints around key actions that users needed to take in order to progress through their e-conveyancing transactions.

This meant that we could focus on making sure each action was as simple and straightforward as possible. By doing this, we were able to increase customer satisfaction and decrease the amount of resistance to change.

Thanks to our insights, our Fintech Client has been able to gain a competitive edge in the market by providing its customers with a seamless and stress-free experience.

The benefit of being an enabler

At Proto, we take a holistic approach to understanding our client’s customers. This means going beyond simply mapping out the customer journey to understand the needs and wants of your customers. It also includes understanding their values, motivations, and barriers.

For our Fintech Client, this meant taking a closer look at the entire e-Conveyancing process and understanding how it fits into the lives of their customers. We identified key pain points and areas where customers were getting frustrated. From there, we were able to work with our Fintech Client to design an experience that would challenge the market.

Ease, Control, Transparency and Agility were the key need states that we focused on, and by addressing these, we were able to create a customer experience that truly reflected the our Fintech Client brand.

The result was an e-Conveyancing experience that met the needs of our Fintech Client’s customers at every touchpoint. And most importantly, an experience that drove customer satisfaction and loyalty.

Fintech ideal journey artefact

Understand your Customers and Grow your business.

Let us help you identify the most important thing about your customers that will unlock your company’s growth.


Delivering phenomenal outcomes

“Working with Proto was a leap of faith, but they have become a major strategic partner in our CX evolution. The work they've developed and the way we've been able to embed it in the organisation has been absolutely phenomenal, and we're getting the outcomes we want.”

Felicity Clark
Felicity Clark Customer Experience Manager

Creating empathy to deliver outstanding results

“Proto were a pleasure to work with. They were adaptive and responsive, and developed a deep empathy for both the client and their customers. The quality of their products and services was outstanding.”

Michael Storey
Michael Storey Manager of Customer Research and Strategy at Sydney Water

Halving your customer churn

“Without the customer experience insights from the research program, we would not have been able to identify the acquisition issues that we had. Changes to the customer interactions that led up to financial protection have reduced the outflow rates by 50%.”

Felicity Rowcliff Dean
Felicity Rowcliff Dean Customer Centred Design Manager

Take your NPS score to the next level

“From an NPS perspective, I have gone Spinal Tap on you guys and gone to 11. I still think the work you did with us, the way you went about it and the deliverables amounted to one of the best pieces of consulting advice I've ever commissioned.”

Matthew Liebmann
Matthew Liebmann Former Chief Operating Officer

Enabling customer-centric design

“Over the last 18 months, we've constantly referred to the work Proto did for us when designing and developing all the improvements to the app we're making. We've found their work to be highly valuable and has resulted in significant improvements to the MyOptus App that, without their insight wouldn't have been possible.”

Lucy Turner
Lucy Turner CX Design Launch Manager

Exceptional prototyping

“The outcome of the prototyping has been exceptional and we continue to use the knowledge and expertise that Proto shared with us during their engagement. The icing on the cake for me was that Proto captured all of the insights from the customer workshops into an organisational asset that we now use as an integral part of our toolkit for training and briefing new team members.”

Sharon Nanetti
Sharon Nanetti Optimal Care Program Director

Prioritising what matters

“Proto's in-depth customer research helped us to uncover underlying customer needs that wouldn't have been possible without an 'outside-in' approach. The team identified the core customer problems and provided actionable insights that enabled us to remove key areas of customer friction and frustration and redesign a credit card experience like no other.”

Christian Johansson
Christian Johansson Head of Marketing, Customer Finance

Achieving a 20 point increase in NPS

“I have worked with Damian and the team at Proto for several years. In this time, they have worked collaboratively with us to build a roadmap of strategic 'outside-in' initiatives that ultimately resulted in a 20 point increase in NPS. They imparted a great deal of CX knowledge, approaches and tools that have been invaluable to the team and the business.”

Amanda O'Donnell
Amanda O'Donnell Head of Customer Experience

Insight driven, customer centric ideas

“Proto revealed and captured a ton of insights, putting Gumtree in a position where we can take our experience from good to great!”

Coen Horrevoets
Coen Horrevoets Head of Product

Award-winning customer experiences

“We won the AFR Smart Investor SMILES award for Best Online Broker. This award is based on customer voting and I believe this was as a result of a clearer focus on our existing clients which you helped us to understand.”

Arni Selvarajah
Arnie Selvarajah Chief Executive Officer

Design that reduces cost to serve

“The Proto team demonstrated flexibility in their approach which made such a refreshing change. They took the time to coach and mentor each of us in a highly creative and energetic environment. Furthernore, they helped us exceed our customer satisfaction targets, all whilst stripping out in excess of 20% of our service costs in under 12 months. Proto helped us to stay focussed on the customer which enabled us to win in the market.”

Matthew Anderson
Matthew Anderson Chief Operating Officer

Service innovation at scale

“We worked with Proto on an exciting & unprecedented challenge at Optus, to design the customer experience of the future. Damian & the team had high energy & together we operated as 'one team'. Proto worked hand in hand with us to bring the internal team up to speed, & also brought in global experts to work with us to take our deliverables to another level of quality & innovation.”

Dan Sunderland
Dan Sunderland Director of Customer Experience Strategy and Planning

Actionable Customer Strategies

“Proto developed a membership strategy that addressed points of friction along our members journey, identified opportunities to improve and clarified the types of engagement that our members needed at the different stages in their career. We were impressed with the depth of insight that Proto were able to bring to the project - as well as the energy and ideas that they helped to generate.”

Sarah Thompson
Sarah Prescott-Thompson General Manager Shared Services

A partnership for CX

“Working with Proto was very much a partnership. We worked hand-in-hand to put CX on the map within the organisation. The team are flexible, trustworthy and do what it takes to achieve the best outcome. If you’re looking for a quality agency, providing quality data and insights – Proto are your guys. We received over 90 initiatives from the project of which 79% have now been implemented and we are seeing the benefits flow through!”

Customer Experience Specialist

Unique Product Innovation

“Proto integrated into multiple simultaneous projects to ensure we achieved the best outcome. They brought real clarity around customer needs, the fundamental elements of our value proposition and provided a clear roadmap of where we're trying to get to. This allowed us to differentiate beyond the traditional proposition. As a result, one customer-informed initiative we developed was loanScore™. This unique innovation helps customers see how good their home loan is and evaluate their options for a better deal.”

Anthony Justice
Anthony Jusitce CEO