If we can Imagine it, We can achieve it!

Commonwealth Bank

Overview App for Tablets

 2014 was a year of significant transition for CBA. Commonwealth Bank of Australia (CBA) increased its brand value by US$2 billion in 2014, putting it among the top 10 banks in the world for adding brand value. It overtook ANZ as Australia’s most valuable bank.

To comply with my non-disclosure agreement, I have omitted and obfuscated confidential information in this case study. The information in this case study is my own and does not necessarily reflect the views of CBA.


My Role

We led the design process of the overview app for the CBA App in July 2014.  We led efforts to evolve the service and address internal customer pain‐points related to the browse and discovery information about the markets.

Customer Insights & Ideation

I partnered with the project manager and the Senior designer to uncover insights and translate concepts into features that address customer behaviours and motivations.

Experience Strategy & Vision

I created sketches and prototypes to share the vision, design principles and content strategy. This helped to evangelise ideas, gain alignment and drive decision making.

Planning & Scope Definition

The Senior Consultant in Accessibility, CX & UI Development defined the product. He evangelised customer goals and balanced business goals. I prioritised and negotiated features for launch and beyond.

Oversight & Coordination

I designed across and collaborated with developers to translate product features for the platform context.

Design Execution & Validation

I designed down on IOS. I executed journeys, wireframes, prototypes and flow diagrams with my team.

Create better experience. It allows users to understand the market faster and more efficiently

The Challenge

Previously looking at the financial market it was slow, complex and not user-friendly.
Our challenge was to evolve into three kinds of customers and provide the best tool to have a clear overview of the markets.
Commonwealth Bank had a big support in decision-making together with its stakeholders to create a new product.




Customer Insights

The Discovery

We conducted internal customer research to drive our planning phase.
These are the key insights that defined the launch of the product.

Management (50-65 Years old)

The primary segments are customers that use the graphics without any other information like data.

Mid level (38-52 Years old)

Customers are only interested to see the breaking points quickly to make the right decisions.

Analysis team leader (28-45 Years old)

Sensitivity analysis was the motivating factor for customers receiving all information about the big data.


Prototyping was the most effective way to gain meaningful feedback…

For each feature phase, I went through cycles of requirements, consensus, approvals, detailed specs and handoffs.

My process involved sketching and white‐boarding concepts and flows with my UX/IA/ accesibility partner and then translating these directly into hi‐fidelity design comps. Since I was working with many existing design patterns, it was relatively easy to move straight into hi‐fidelity designs.

My next step involved slicing the comps and piecing them together with illustrator or Invision into a prototype. In the early stages I focussed only on representing the highest risk areas of the design. Later phases allowed me to focus on micro‐interactions, which my partner created in Azure.

Prototyping was the most effective way to gain meaningful feedback from the team, consensus from stakeholders and approval from senior leadership. I was able to easily distribute these as videos and recycle them for Usability Testing.


User Journeys, User personas and the Visual Design Specs & Key-lines.

Detailed Specs


The team created two sets of documentation during this project to communicate requirements to the development team and support our accessibility partner in writing test cases.
These deliverables consisted of the CX Spec—requirements and customer journeys and the Visual Design Spec & Keylines—the design system.
I also experimented and came up with complementary documentation to communicate animation and timing keyframes for our interactions.

The Launch

Pulling The Trigger


The launch went off without a hitch. An amazing achievement considering the scale and complexity of the deployment.


“We had finally created the minimal desirable experience for our customers.”