CA ANZ

Simplifying Comms Feed Customisation for CA ANZ Members

I played a key role in leading the user experience for the CA ANZ (Chartered Accountants Australia & New Zealand) preference centre re-design, simplifying the way members customise their communication preferences within the CA ANZ portal.

Role

UX STRATEGY / UX DESIGN / UI DESIGN / PROTOTYPING

Agency/Client

AKCELO / CA-ANZ

Simplifying Comms Feed Customization for CA ANZ Members

I played a key role in leading the user experience for the CA ANZ (Chartered Accountants Australia & New Zealand) preference centre design, simplifying how members customise their communication preferences within the CA ANZ portal.

Role

UX STRATEGY / UX DESIGN / UI DESIGN / PROTOTYPING

Agency/Client

AKCELO / CA-ANZ

01

THE TASK

Redesign the CA ANZ portal's preference center to enhance usability, enabling members to easily update their communication preferences and career status to receive information pertinent to their professional progression.

01

THE TASK

Redesign the CA ANZ portal's preference center to enhance usability, enabling members to easily update their communication preferences and career status to receive information pertinent to their professional progression.

02

THE PROBLEM

Members transitioning between accounting specialisations need to update their preferences by removing irrelevant areas and choosing new ones related to their new field. The current process complicates this due to:

Poor Visibility

UX audits revealed that poor visibility in the current solution complicated members' ability to opt in/out of communications and select their fields of interest.

Overwhelming Options

Upon accessing the preference center, users were met with an overwhelming array of unfiltered options, covering every available topic.

Poor Usability

Unstructured topics and preferences within the preference center led to poor navigation and difficulty in locating desired options, impacting usability.

Poor navigation

Opt in and opt out features were buried in sub-pages without direct access from the preference centre, causing confusion among members.

02

THE PROBLEM

Members transitioning between accounting specialisations need to update their preferences by removing irrelevant areas and choosing new ones related to their new field. The current process complicates this due to:

Poor visibility

UX audits revealed that poor visibility in the current solution complicated members' ability to opt in/out of communications and select their fields of interest.

Overwhelming Options

Upon accessing the preference center, users were met with an overwhelming array of unfiltered options, covering every available topic.

Poor usability

Unstructured topics and preferences within the preference center led to poor navigation and difficulty in locating desired options, impacting usability.

Poor navigation

Opt in and opt out features were buried in sub-pages without direct access from the preference centre, causing confusion among members.

03

THE Solution

A personalised and user-friendly dashboard experience with improved visibility, offering structured access to all preference centre topics, including opt-out and privacy settings.

Overarching Themes

Grouping the main topics into overarching themes to make it easier for members to find theme-related content and topics.

FIlter System

Enabling members to use overarching filters for career, specialism or interest to find pre-filtered content showing relevant and related topics.

Visibility

Enhancing visibility in the preference center by showing members a default view of their career/specialism and their selected topics, along with a quick opt-out feature.

Intuitive navigation

Simplifying the dashboard navigation for members, enabling them to easily find, add, and opt out of various themes, topics, and personal settings.

03

THE Solution

A personalised and user-friendly dashboard experience with improved visibility, offering structured access to all preference centre topics, including opt-out and privacy settings.

Overarching Themes

Grouping the main topics into overarching themes to make it easier for members to find theme-related content and topics.

FIlter System

Enabling members to use overarching filters for career, specialism or interest to find pre-filtered content showing relevant and related topics.

Visibility

Enhancing visibility in the preference center by showing members a default view of their career/specialism and their selected topics, along with a quick opt-out feature.

Intuitive navigation

Simplifying the dashboard navigation for members, enabling them to easily find, add, and opt out of various themes, topics, and personal settings.

DESIGN PROCESS

04

APPROACH

landscape analysis

A comprehensive landscape analysis examining top-tier preference centre designs across various platforms, from social media to newspapers.

categorisation

Comprehensive research into best practices for learning platform experiences and self-learning interactions, focusing on incorporating gamification mechanics.

Human Centric

Focusing on CA Members' specific pain points and needs to design a system tailored to each career stage and specialisation.

05

Methodology

Client workshop

We conducted a client workshop featuring a card sorting exercise, where clients categorised industry-related interests and topics into broad themes.

Modular Design System

A modular design system that adapts content and structure based on members' settings, interests, and career stages, enabling high levels of personalisation.

Prototyping + Testing

A high-fidelity Figma prototype of the preference center was created and tested using Maze, focusing on comparing two primary filter systems to finalise the design in line with stakeholder expectations.

DESIGN PROCESS

04

APPROACH

landscape analysis

A comprehensive landscape analysis examining top-tier preference centre designs across various platforms, from social media to newspapers.

categorisation

Comprehensive research into best practices for learning platform experiences and self-learning interactions, focusing on incorporating gamification mechanics.

Human Centric

Focusing on CA Members' specific pain points and needs to design a system tailored to each career stage and specialisation.

05

Methodology

Client workshop

We conducted a client workshop featuring a card sorting exercise, where clients categorised industry-related interests and topics into broad themes.

Modular Design System

A modular design system that adapts content and structure based on members' settings, interests, and career stages, enabling high levels of personalisation.

Prototyping + Testing

A high-fidelity Figma prototype of the preference center was created and tested using Maze, focusing on comparing two primary filter systems to finalise the design in line with stakeholder expectations.

High-Level USer FLowS

We identified 12 use cases that were informed through six focus group sessions.

Wireframes

WIREFRAMES

DASHBOARD MOBILE FLOW

SELECTED FINAL SCREENS

DESIGN ELEMENTS & MODULES
ADDED TO CA ANZ's DESIGN SYSTEM

06

User Testing

We tested the prototype with 184 CA ANZ members of various ages, genders and career stages. We used Maze to capture feedback, heat amp analysis, satisfaction and usability scores.

Persona Breakdown

Early Career 5%
Mid Career 5%
Experienced Professionals 12%
Executive 59%
Retirees 13%

Gender Identity

54% male
45% Female
1%Other
1% Prefer not to say

Location

26% Australia
69% New Zealand
5% Other

06

User Testing

We tested the prototype with 184 CA ANZ members of various ages, genders and career stages. We used Maze to capture feedback, heat amp analysis, satisfaction and usability scores.

Persona Breakdown

Early Career 5%
Mid Career 5%
Experienced Professionals 12%
Executive 59%
Retirees 13%

Gender Identity

54% male
45% Female
1%Other
1% Prefer not to say

Location

26% Australia
69% New Zealand
5% Other

08

Satisfaction

The number of participants who saw the test through to the end, representing approx. 65% of those started. 100% of participants who made it past the prototype completed the test.

08

Satisfaction

The number of participants who saw the test through to the end, representing approx. 65% of those started. 100% of participants who made it past the prototype completed the test.

By Persona

7.6 Early Mid Career

7.3 Mid Career

8.2 Experienced Professionals

8.2 Executive

8.2 Retireees

By Gender

7.9 Female

7.4 Male

6.0 Other/non-binary

Result summary

Completed responses

The number of participants who saw the test through to the end, representing approx. 95% of those started.

AVERAGE SATISFACTION

There was little fluctuation in this score across the demographics, except those with 10-15 years experience who rated 8.2/10.

usability

Metrics determining usability did not return good results for the first two tasks. However, these results increased dramatically in subsequent tasks and may be related to the testing platform.

09

Testing Prototype

A simple five step onboarding journey allows users to customise their first investment, add bank details and choose their investment portfolio. Process indicators guide users throughout the journey.

A simple five-step onboarding allows to set up the investment, adding bank details and choice of the investment portfolio.

A simple five-step onboarding lets you set up your investment, adding bank details and choosing your investment portfolio.

Prototype

09

Testing Prototype

09

Testing Prototype

A simple five-step onboarding journey allows users to customise their first investment, add bank details and choose their investment portfolio. Process indicators guide users throughout the journey.

The interactive Figma prototype simulates a desktop scenario where a CA ANZ member is logged into their profile to access the preference centre.

Prototype

10

PREFERENCE CENTRE

Special thanks to the Akcelo team, Cam, Em,

Redesign the CA ANZ portal's preference center to enhance usability, enabling members to easily update their communication preferences and career status to receive information pertinent to their professional progression.