#1 Bank in overall customer satisfaction 25 new customer-centric credit card features deployed within the first 8 months 16% uplift in customer satisfaction within the first 12 months

Building a cross-channel customer profile

Westpac is one of Australia's big four banks and operates Australia's largest branch network, with almost 1200 branches. Westpac initially partnered with Proto to perform a deep dive into their credit card service offerings and build an understanding of their customer's experience across a diverse number of channels.

Through our research, Westpac aimed to discover transformative insights into why customers hold and use multiple credit cards. That vital data would then be used to identify what key features would be required for a customer to use only one Westpac credit card and further distilled into the design of a 'Westpac One Card,' representing the ideal credit card experience.

Westpac customer validation graphic on ipad

Isolating the fundamental factors of credit card use

Reassessing the current credit card paradigm would require relevant, insightful data from a wide range of customers. To collect this project-vital data, we undertook a vigorous research program taking into account campaign of social media reviews, customer interviews, product testing and the analysis of over two thousand customer survey responses, all in a matter of a few weeks.

In addition to gathering a comprehensive spread of consumer feedback, we worked with Westpac's staff, gaining critical insights into system and process challenges through interviews with key stakeholders.

Westpac and Proto conducting a customer workshop Westpac and Proto going through ideas at a workshop

Distilling data into design

Having used innovative data gathering and analysis techniques to build a compelling picture of why customers carry multiple credit cards, and why existing offerings were not meeting customer needs, Proto moved beyond the initial research brief. We embarked on a four-week sprint that distilled data into a coherent design for a single credit card that would disrupt the multiple card paradigm.

Westpac and Proto team synthesising information on ideas boards

Creating a singular card for multiple accounts

The Westpac 'One Card' was designed to prioritise customer needs, creating a simple but engaging product and service experience that provided the control, flexibility, and utility required to control multiple accounts through one card. With a design based entirely on what credit card users wanted from the perfect card, the 'One Card' eliminates the need for multiple cards without impacting account access or utility.

Westpac credit card - the one card

Creating a new credit card paradigm

The Westpac One Card represents an engaging new style of credit card that is built purely around the customer's needs, giving them one product with such a range of utility that it displaced all other offerings. Through the use of innovative data gathering and deep-dive customer analysis techniques, Proto was able to design over 25 new, customer-centric credit card features, 16 of which were immediately prioritised for a six-month rollout across Westpac premium credit cards.

Westpac the one card presentation deck

"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, Head of Marketing, Customer Finance at Westpac

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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