Project Overview
Making a super app is a balancing act. Some users are so proactive they want to trade shares on the bus right now, whilst others never interact with their account at all; until one day that penny drops - this is real money.
Working with IOOF we made that day come.
Project Commissioner
Project Creator
Team
Team Mnet
Project Brief
IOOF challenged Mnet to design and develop a mobile application to engage users of its largest employer superannuation product. In particular, IOOF wanted to try a new way to reach out and help those users who were less aware of their superannuation.
Project Need
It is generally true of superannuation that many users do not ever login to their online account, or do so very rarely. How could we make them log in a bit more often?
The simple, but converse, answer was – don’t expect users to change their behaviour.
Of course we understood that mobile provided the opportunity. Australians love banking on mobile! 55% of Australians under 25 do it according to Googles’ The Connected Consumer Survey (2015). Why? It’s our personal device. Plus the small screen is more discrete, allowing us to perform banking tasks at work or in public.
To get users more engaged the real answer lay in the growing trend for apps that do not demand user initiative and rather rely on the operating API’s, like notifications, to deliver relevant and contextual information to the user. The IOOF app makes the effort to reach out to its customers. It tells them when their contributions are made and how their balance is going – it lets these passive users stay passive, but be informed.
User Experience
In pushing information the app invites the low involvement user to tap through and then start to value their investment more.
Inside the app provides an accessible, richly detailed and animated visualisation of their account, sufficiently satisfying the super users and helping new users consider investment and insurance optionality. The app presents some unique depictions of super value that are highly effective in “making the penny drop” for passive users.
Every concept in the application is accompanied by information in plain English and Digital Assistance such as click to call an Advisor.
Project Marketing
As an enterprise product the application is distributed by employers to employees who are opted into the superannuation product.
Project Privacy
As a company we take a best practice ‘privacy by design’ approach to all our projects, for compliance reasons and in accordance with our user centred approach.
We have our own evolved Privacy Policy (http://mnetmobile.com/wp-content/uploads/2014/06/mnet-privacy-policy.pdf) which conforms to the requirements of The Privacy Act 1988. The methods and constraints relating to how we collect, store, disclose (including de-identify) and remove data are detailed in this policy which is globally accessible on our website.
Our methods are practiced responsibly by trained and dedicated Competitions and Promotions staff and Technical Support staff. This underpins all the work we do for clients.
Best New Service or Application
This can be any new service or application from a start-up to an industry leader. It’s not just bells and whistles we're after but true innovation, exceeding expectations and filling a void that had previously been open.
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