Re-imagining a digital banking experience that enables customers to thrive.

The new brand strategy “enabling Kiwi to thrive” and the refreshed brand identity are inspired by the Harakeke plant – the Te ao Māori metaphor of a thriving community. The centre shoots are the Rito – the new, growing generation, our future. The surrounding outer leaves represent knowledge and wisdom – the nurturing parents and grandparents.

The core identity is formed from a two-coloured abstract Harakeke leaf that folds its way around to frame the name of the bank, supported by three Tohu (symbols) that express the attributes of a thriving community.

The design challenge was to powerfully and authentically express the new brand strategy and identity system through Kiwibank’s digital front door as part of a system that connects all touchpoints of the bank and injects freshness and modernity into each. 

Putting people over products

Delivering on this progressive brand strategy required a digital experience that would empower customers to self-determine how Kiwibank could assist them to realise their ambitions.

Research highlighted that the product-centric focus and financial vernacular within many banking sites meant that there was often a gap between customers reading the information and understanding it.

From the ground up, a core principle of the design effort was for the experience to support key customer decisions with information that is relevant to their needs.

Re-designing a navigation system that enables more effective journeys

The navigation system was overhauled to ensure users can move in and out of the detail without losing sight of where they are and avoid hitting dead-ends through their journey.

Designing an interface that mirrors a conversation.

To shift how customers interact with the bank, a natural language component is at the forefront of the experience, which invites customers to share their goals and specific context.

As the user shares more through their journey, the platform surfaces the most relevant product options and action-steps that enable users to understand how they can best achieve their goals.

A deliberate shift in narrative from banking terminology to a simpler every-day language aids content comprehension.

Landing pages that allow product comparisons

Landing pages have been restructured to highlight the differences between products side-by-side and clarify the customers best options within their context. 

Human-centred with a conversion focus

The digital experience is designed around user mindsets and motivations, whilst sticky call-to-actions and next-step guidance provide clear way-finders for customers to transact with confidence.

Creating a contemporary digital experience

To stress-test the new brand design within a digital environment, we rapidly prototyped solutions in context, taking into consideration usability, flexibility, accessibility and functionality.

Through an iterative process, a layered hierarchy of content, colour and subtle animations were designed to effectively guide users and create a more immersive experience.

Application of the Tohu within each section was carefully considered, ensuring relevance and integrity of these assets were factored throughout.