AustralianSuper Member Experience
Led a 2-year product transformation — enabled member self-service, redesigned core journeys, and measurably reduced call volume at Australia's largest super fund.
The context
AustralianSuper is Australia's largest superannuation fund, managing retirement savings for millions of members in a heavily regulated financial services environment. The member experience was heavily dependent on call centre interactions — and the call centre was processing millions of enquiries annually at significant cost.
The approach
David led a 2-year product transformation focused on moving members from phone-based service to digital self-service — redesigning core journeys like contributions, withdrawals, and account management. Every design decision had to survive legal, risk, and compliance scrutiny while still delivering an experience that felt simple and human rather than bureaucratic. The work spanned joining, contributions, investment choice, insurance, beneficiary nominations, and retirement planning.
What was built
A member self-service platform covering the full lifecycle — from onboarding through contributions, investment choice, insurance, and retirement planning. Designed within APRA regulatory requirements, the platform gave members control over their superannuation in ways that previously required phone calls and paperwork.
What changed
Call volume was measurably reduced as members moved to digital channels. Core journeys were redesigned around member needs rather than internal processes. A UX practice was established within the organisation, shifting design from a project-by-project activity to an embedded strategic function with sustained momentum across a large, distributed team.