A combination of smart media placement and creative cut-through have helped OzForex achieve great, sustained results from their digital advertising spend.
The fact that OzForex achieved such success as a company with essentially the same launch website - successively (and successfully) bolting on more functionality since their first online trade in 2001 - speaks volumes about their world-beating rates and customer support.
In 2010, OzForex approached us to overhaul their brand, help completely re-engineer their online offering and, for the first time, develop a mobile dealing system... a fresh start, re-imagined from the ground-up for the modern web-era.
Over a year in the making, with 80 wireframes and 60 page templates this was no standard website design project. The scale of functional improvements included a new currency calculator, a dynamic foreign exchange dashboard, a set of 3rd-party tools and a full deals application – across 4 international brands on desktop and mobile.
- Wish list
- Overhaul brand design
- New public site architecture
- Re-engineer secure functionality
- Dynamic FX dashboard
- Calculators and 3rd party tools
- Desktop and mobile experiences
How do you fundamentally change the user experience and workflow that an incredibly loyal customer base is fully accustomed to (in some cases for more than a decade)?
How do you make it not just 'better', but 'so much better' that even the most frequent user will be delighted and not just surprised?
It might be the single biggest factor in successfully crafting a great online experience - empathy; an ability to step into the shoes of each user and understand them...
What are their needs?
... matched against their current experience...
Working closely with the team at OzForex, our methods were fundamental in approach:
Working with OzForex's existing strong colour palette, we overhauled the appearance of the brand. A modern, angular typeface reflects the simplicity of the offering and clear visual cues for buttons and other interactive elements
ensure the usability of the site. A roll out across Ozforex's international operations provides worldwide consistency and a branding platform for the company's continued meteoric rise.
Learning the trade
As simple as OzForex's new online system is (and it is), there's nothing like seeing-to-believe. Produced for each territory and brand, a three minute e-learning video highlights both the advantages of using the service and its simplicity.
Bringing together a voiceover with infographics and a tutorial capturing the simple steps needed to transfer money internationally, there's a level of trust and confidence built before the user has even created an account.
Site launch: 15 December 2011
"webqem and OzForex have worked closely together over many years. webqem have always understood our business and they ‘got’ what we wanted to achieve with this project.. taking the design process back to first principles and questioning all aspects of the existing website functionality. They designed a navigation structure to display over 200 pages of content in a simple manner and brought in new ways of displaying our existing information. They brought the OzForex website experience out of the 1990’s and into today. This included a mobile dealing system which was prescient given the rise of mobile visits since the new site launch."Chris Minehan -
Head of Marketing, OzForex