NGS Super, in partnership with its digital agency S1T2, has redesigned the industry fund's digital channels, creating an improved user experience that redefines the way it communicates with new and existing customers.
In line with NGS Super's strategy to enhance user engagement, S1T2 has undertaken a complete redesign of the industry fund's website to give customers direct access to the tools and information that will help them understand and maximise their growth with the fund.
Based on quantitative and qualitative member research, NGS identified
key knowledge gaps relating to knowledge of personal finance and
investing - including superannuation. This guided the development of the
NGS Knowledge Centre - a personalisable online information portal
designed with real member needs in mind.
Member needs were at
the heart of the entire website redesign; instead of pre-determining
what customers want and need, NGS Super's new website prioritises
intelligent search and quick links as a way to hand control back to
users. By creating smooth, satisfying navigation that responds directly
to the user, these features ensure that customers are always able to
find the information and content they're looking for.
Tash Tan,
head of digital at S1T2, explained the importance of well-designed
search functionality and site navigation to generating a seamless online
experience.
Says Tan: "By improving the efficacies behind organising and
presenting data, we hope to create greater value for all of NGS Super's
customers in line with how audiences look for information today. These
capabilities are the first step to providing a user centric design
experience, one that considers the importance of a user journey catered
to your needs."
Applying the principles of material design
across the website design represents a particularly important
development in the quality of NGS Super's online presence. By
capitalising on natural visual cues and the idea of 'meaning in motion',
material design creates an organic digital landscape that provides a
more intuitive user experience.
Loyce Cox-Paton, head of brand
and digital at NGS Super, described the new website design as crucial to
the industry fund's overall strategy for user engagement.
Says Cox-Paton: "At
NGS Super, we aim to provide a whole wealth solution to our members by
listening to our target groups and how they wish to engage with their
superannuation fund.
"We wanted to create a place that housed
everything our members wanted to know, not just about superannuation but
their whole wealth journey. The findings of our research really guided
this process and revealed members were after easy-to-understand content
about the relevant things impacting their finances - including
investment strategies, global and local market movements and changes to
superannuation policy and regulation.
"We answered this call for
content by arranging an exclusive and free-to-members content-sharing
partnership with Alan Kohler's The Constant Investor - granting members
access to content in line with their financial needs - a move that has
been met with an overwhelmingly positive response from members.
"Making
sure our members are engaged with their super is a key focus at NGS
Super, and for the superannuation industry as a whole. We want to take
the lead in listening to our members, to reassure them that we are here
and present on their financial journeys, by providing them with a
central hub of information easily accessible through our new website."
Focused on transforming the online
conversation around superannuation, NGS Super and S1T2's innovative
approach to online user experience has ensured that the newly launched
website is able to grow and adapt with users as they partner with NGS
Super to understand and grow their wealth.
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