ONBOARDING JOURNEY
ANZ, 2017-2022
At a time when mobile account opening was uncommon in Australian banking, ANZ made the leap. I was the sole designer building the in-app onboarding experience, creating a scalable system that shipped across transaction and savings accounts before expanding to new-to-bank customers.
<200
Accounts opened daily through ANZ app.
60%
Lower cost to serve through digital account opening.
Problem
ANZ account creation required a branch visit or a web application that redirected customers to a separate website mid-process to complete identity verification, creating a significant drop-off point. As mobile banking became the dominant channel, neither held up. This was ANZ's first leap into in-app account opening at a time when mobile applications were still uncommon in Australian banking.
Role
I was the sole designer across the end-to-end mobile onboarding experience, responsible for building a scalable onboarding system that could be applied across multiple products simultaneously.
Approach
The experience began with existing customers, where the authenticated environment meant most details were already known. The focus shifted from data collection to confirmation, a meaningfully different onboarding task.
A separate team built the identity verification capability needed for new-to-bank customers in a second phase. Business accounts were already in scope, with the application process ready to extend when the time came.
Card colour selection is a popular personalisation feature. To enhance delight, the card tilts in response to phone movement using the accelerometer.
Submission triggers a staged processing animation, designed to keep customers onscreen during what were initially long backend wait times. Sectioned by process stage to stay accurate across iterations, and reusable across product types. As backend times improved, the animation was intentionally cut short, because the success screen matters more than the loading state.
A growing interest
This project is where my interest in accessibility began beyond colour contrast requirements. At a bank, accessibility isn't optional. Everyone needs access to their money. Designing at this scale made that responsibility feel real, not theoretical, and it stayed with me.
The team
Value Stream Lead:
Ben Anderson
Product Owner:
Rian Chapman
Analysts:
Nam Cao, Chathu Gunawardena, Vaibhav Gupta
Engineers:
Navdeep Singh, James Leonard, Kaixuan Ni, Chris Li, Joseph Granieri, David Jiminez, Gary Guevarra
Product Design:
Jessie Lai