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Financial Assistance

Hardship Hub

Through the Financial Hardship Hub, ANZ supports vulnerable customers with personalised short- and long-term solutions, helping them regain control and move forward with confidence.

MY ROLE

Lead Designer - Discovery, Research, Synthesis, Interaction Design

TIMELINE

6 months
Information & application

TOOLS

Figma, Photoshop, Jira, Confluence

OVERVIEW

Mission

Redesign the digital hardship journey to improve application success and reduce disengagement, while enhancing the Hardship Hub to raise awareness, clarify the process, and explain the impacts of seeking support.

My Contribution

Responsible for redesigning the Financial Hardship Hub website to improve clarity and customer experience. Responsibilities included analysing existing website performance, improving discoverability, ensuring ease of understanding, promoting third-party services, and enabling customers to self-assess.

Impact

55%

Reduced customer disengagement/decline rate

Reduced

Call centre average call time

30%

Decline in number of complaints

EXECUTION

Market research

Conducted market research to understand the customer sentiments towards hardship

Desktop research to understand the current market and the user behaviour.

55% unaware that they can request bank for financial assistance

30% customers would never apply for Hardship

32% worry it will affect their credit scores

Lack of awareness of available assistance programs (37%)

Not knowing where to go or what to look for when in need of help (33%)

Feeling overwhelmed by too much information (27%)

Data & Analytics

Desktop research and analytics to understand the trends and the click-through flows.

Collected data from multiple sources, including Adobe Analytics, call centre data, heat map and link analytics.

Customer Research

Conducted research with 10 users to evaluate interaction, findability, clarity, tone, and copy comprehension.

Page flows and interaction

Iterated on flow diagrams and navigation patterns.

Final Designs

Hardship Hub home and subpages for increased clarity and customer engagement.

Design leader with 12+ years delivering large-scale digital products across banking, telecom, and digital marketing. Leads and partners with cross-functional teams to align strategy, research, and Agile delivery, creating impactful experiences at scale.

Contact:
shiburam@gmail.com