When a major Australian bank launched a CEO-sponsored program to achieve #1 in NPS, we recognised an opportunity to elevate service design from a fragmented practice into a strategic capability. Over 6 months, I led the design team across three priority customer journeys, delivering current and target state journey maps, evidence-based initiative roadmaps, and strategic recommendations presented directly to C-Suite for endorsement and prioritisation.
Major Australian Bank
(Client name withheld due to NDA)
Service Design Lead
Our client had been creating customer journeys for years—visit their office and you'd spot journey maps on most floors. Yet service design remained fragmented, lacking the standardisation and executive buy-in needed to drive real change.
That shifted when the Bank's CEO witnessed the power of customer journeys delivered by our team on another engagement. Driven by a goal of achieving #1 in NPS, the CEO established the 'Hero Journey' program—a strategic initiative to unpack and solve customer and banker challenges across the bank while embedding an enterprise-wide culture of customer obsession.
The program rolled out a series of priority customer journeys, each targeting a specific segment and need. Cross-capability teams ran 8-week sprints to interrogate the current state, surface pain points, and develop a 2-year initiative backlog—played back to the CEO and C-Suite for endorsement.
Over 6 months, I led the design team on three of these journeys, delivering:
- In-depth quantitative and qualitative analysis, including customer, banker and stakeholder interviews
- Current state journey maps surfacing key pain points
- Target state journey maps outlining a 2-year horizon and priority initiatives
- North Star vision and supporting metrics developed in collaboration with Strategy
- Prioritised initiative roadmap for 12-month implementation
Note: Artefacts have been blurred to protect the Client's IP.
Through the delivery of these priority journeys across Consumer and Small Business segments, we developed a backlog of strategic and tactical initiatives that will shift the dial on customer experience and position the Bank to achieve #1 in NPS.
Most notably, my first journey team's 'Book a Banker' capability has been fast-tracked following endorsement from the Head of Consumer. Now expanding enterprise-wide, it will enable customers to access support more easily while helping bankers reduce admin burden and refocus on the customer experience.
