Cbus Super

Starting with a strong foundation for business transformation.

Repositioning a large, established financial organisation for the modern world required an exhaustive discovery phase and extensive research work to set the project up for lasting success. WeAreDigital carried out 49,000+ recorded screen sessions, in-depth competitor analysis, focus groups and one-on-one interviews to develop the insights, personas and user journeys that informed redesigned information architecture and wireframes.

Content strategy was considered from the very beginning with WeAreDigital working closely with Cbus to audit, update and copy write over 75 pages of new content tailored for a digital audience.

Defining the experience of a modern super fund with a diverse customer base.

Taking the outcomes of the discovery and research phase, the user experience team worked to refine content and links from across 10 main areas down to a more manageable four navigation items, helping anticipate customer goals and provide the information needed within easy reach.

The visual design team worked closely with stakeholders at Cbus to ensure an experience that not only worked well but elevated the design presence of the brand. Highly accessible typography and responsive page layouts worked seamlessly with an asset library of over 100 custom images and videos, art directed and produced by WeAreDigital to capture the warmth and authenticity of the Cbus community.

WeAreDigital also created a range of easy-to-update mobile-first finance calculators, including the Cbus Retirement Spending Planner to help retirees both estimate how long their income could last during their retirement and understand how different spending arrangements may impact their income levels.

A powerful content authoring toolkit designed to reduce ongoing costs and increase flexibility.

To stay ahead in Australia's highly competitive superannuation marketplace, it was a requirement for the business transformation project to support the Cbus marketing team with a flexible content authoring system to design and deploy bespoke campaign landing pages and email templates that matched the wider Cbus digital ecosystem without the help of outside agencies or developers.

To achieve this, WeAreDigital designed a responsive and highly customisable library of marketer-friendly content components, built for Adobe Experience Manager (AEM). This allowed Cbus to quickly respond to the ever-changing ways the business needs to communicate with its members across large and small businesses, employees and retirees.

Cbus could then confidently go to market with paid social, display advertising and EDM campaigns that direct prospective customers to landing pages that communicate clearly and convert consistently.