Fresh From The Field: Westpac ‘Closer’ – By Digitas NZ
With human-centred design and emotional UX at its core, Digitas turns Westpac’s ‘Closer’ promise into a digital experience that gets closer to what Kiwi businesses really feel.
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The brief
Westpac’s Closer platform demanded more than platitudes of support for business. It’s a promise to get Closer. Closer to the people behind Kiwi businesses – their anxieties and triumphs – recognising the emotional investment it takes to launch and run a small business. As the CX agency, we were asked to make this promise real, to deliver proof in the digital experiences of Westpac’s business customers.
The design response
We dove deep into the customer moments and data signals, running a workshop with stakeholders to identify the moments that mattered most to customers. From this we built a communications framework that made Closer a real part of the product lifecycle.
We applied human-centred and emotional UX design practices to restructure information architecture, website experience, and communications – delivering functional information with an emotional edge to resonate with customers.
The design team
Nick Peat: General Manager
Meredyth Dale-Gandar: Head of Strategy
Eliza Ferguson: Principal Strategist
Chris Brunner: Head of Content & Creative
Simon McKechnie: Account Director
Oliver Bills-Strange: Senior Digital Designer
Nia Atta: Senior Copywriter
Johnny Smith: Junior Copywriter
https://www.digitas.com/en-anz/
LinkedIn – Digitas New Zealand
The client team
Westpac NZ
LinkedIn – Westpac New Zealand
Website – https://www.westpac.co.nz/
Collaborators
