BEYOND BANK

Transforming digital banking through personalisation and data-driven innovation

The challenge

Beyond Bank Australia, one of Australia’s largest customer-owned banks, has a purpose that is focused on changing the lives of its customers and communities through financial wellbeing. While the bank has always been committed to its purpose, the website presented an exciting opportunity for enhancement. The previous platform, though functional, was ready for an upgrade to a more integrated and flexible content management system.

By advancing their digital infrastructure, Beyond Bank aimed to improve operational efficiency, speed to market, and equip themselves with tools for customer segmentation, profiling, personalisation, and optimisation. This transformation was essential for standing out from other banks and delivering the ease and intelligence that modern digital platforms provide.

The goal

Our goal was to help Beyond Bank realise its brand strategy by building a bank like no other – built on relationships for customers and communities that was relevant, easy, connected, trusted, and that made a difference. Additionally, we aimed to reduce operating costs and increase lead conversions.

The solution

Through a rigorous discovery phase and extensive executive stakeholder management, we defined the website vision – one that offers simplified banking services to the bank’s customers and their community while still maintaining a human touch. This required a re-platform from the Magnolia platform to one that could enrich customer data and enable personalisation and fresh new UX/UI design.

Orchard redesigned the website from the ground up using the Optimizely DXP, which enables omni-channel personalisation and data-driven digital experiences. This ensures the right message reaches the right customer at the right time.

Visuals shown may be a mock up representations of the campaign, and not final artwork.

The tech

Whilst we re-platformed the site on Optimizely DXP, we made various improvements to the design, user experience, and CMS editorial experience, replacing the inefficient incumbent platform. The integration included:

Content recommendations for AI-generated relevant content.
ODP also furthers personalisation based on user behaviour, location and interest to drive higher conversion and cross-selling..

These technological advancements have empowered Beyond Bank to deliver a digital experience that aligns with its purpose and provides a seamless, personalised banking experience that sets it apart from its competitors.

The results

In the first month after launch, the new website:

Was the winner of the 2024 Best in Class Digital Transformation
Saw key revenue contribution up 41% year to date since launch
Delivered twice as many users exposed to product information
Ensured twice as many users were engaging with key intent call to actions on product pages
Provided a marketable increase in both product engagement off the back of the improved navigation
Delivered a reduced bounce rate
Saw higher and longer engagement with a key content section for the brand
Ensured significant improvement with a key customer success KPI