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Jul 17, 2023
SD, UX/UI, Product Management
UBank Reimagining Banking
Problem Statement
As one of Australia’s leading digital-only banks, UBank operates in a fast-evolving landscape where customer expectations are shaped by seamless digital experiences across industries. However, legacy UX patterns, fragmented service journeys, and inconsistent branding were creating friction across the banking lifecycle — from onboarding to loan applications and day-to-day transactions. In a category where trust, speed, and simplicity are paramount, UBank needed to strengthen its digital experience to remain competitive and relevant to the next generation of banking customers.
The Challenge
UBank’s ambition was to become the most loved digital bank in Australia — with customer experience at the heart of its product ecosystem. The challenge was to:
Streamline fragmented user journeys across mobile and web
Establish a more consistent, contemporary visual identity
Reduce application drop-off and increase onboarding conversion
Humanise digital interactions while meeting strict regulatory standards
Bring customer feedback and behavioural insights into the design process
Our Approach
Avoca partnered with UBank to elevate its service and product design across critical touchpoints. Through agile design sprints, co-creation workshops, and rapid user testing, we embedded ourselves with cross-functional squads to reimagine how customers open accounts, engage with money tools, and navigate their financial future.
We focused on:
Mapping pain points and experience gaps across banking journeys
Designing new flows for mobile-first customers, including digital onboarding and loan approvals
Refreshing the visual language and component library to reflect a bold, trusted brand
Developing CX-informed campaigns to promote key product features and drive adoption
What We Delivered
Service & Experience Design Across Banking Journeys
UX/UI Redesign for Key Product Features
Digital Onboarding & Application Flow Optimisation
Brand & Design System Refresh
Behavioural Research & Persona Development
Mobile-First Interface Design
Customer Journey Mapping & Problem Framing
Creative Direction for Product & Campaign Launches
CX Strategy & Squad-Based Delivery Support
The Outcome
By combining Service Design (SD), Customer Experience (CX), Experience Design (XD), and strategic Creative Direction, Avoca helped UBank reimagine what digital banking could feel like — seamless, human, and empowering.
Outcomes included:
Improved conversion rates and reduced friction in onboarding
Increased customer satisfaction scores across digital channels
A scalable design foundation for ongoing product growth
Stronger internal alignment on customer-centric delivery
A refreshed digital identity aligned with the values of modern Australians
Want to lead the future of digital banking?
Let’s reimagine what’s possible — with speed, precision, and impact.
Learn more at ubank.com.au
Problem Statement
As one of Australia’s leading digital-only banks, UBank operates in a fast-evolving landscape where customer expectations are shaped by seamless digital experiences across industries. However, legacy UX patterns, fragmented service journeys, and inconsistent branding were creating friction across the banking lifecycle — from onboarding to loan applications and day-to-day transactions. In a category where trust, speed, and simplicity are paramount, UBank needed to strengthen its digital experience to remain competitive and relevant to the next generation of banking customers.
The Challenge
UBank’s ambition was to become the most loved digital bank in Australia — with customer experience at the heart of its product ecosystem. The challenge was to:
Streamline fragmented user journeys across mobile and web
Establish a more consistent, contemporary visual identity
Reduce application drop-off and increase onboarding conversion
Humanise digital interactions while meeting strict regulatory standards
Bring customer feedback and behavioural insights into the design process
Our Approach
Avoca partnered with UBank to elevate its service and product design across critical touchpoints. Through agile design sprints, co-creation workshops, and rapid user testing, we embedded ourselves with cross-functional squads to reimagine how customers open accounts, engage with money tools, and navigate their financial future.
We focused on:
Mapping pain points and experience gaps across banking journeys
Designing new flows for mobile-first customers, including digital onboarding and loan approvals
Refreshing the visual language and component library to reflect a bold, trusted brand
Developing CX-informed campaigns to promote key product features and drive adoption
What We Delivered
Service & Experience Design Across Banking Journeys
UX/UI Redesign for Key Product Features
Digital Onboarding & Application Flow Optimisation
Brand & Design System Refresh
Behavioural Research & Persona Development
Mobile-First Interface Design
Customer Journey Mapping & Problem Framing
Creative Direction for Product & Campaign Launches
CX Strategy & Squad-Based Delivery Support
The Outcome
By combining Service Design (SD), Customer Experience (CX), Experience Design (XD), and strategic Creative Direction, Avoca helped UBank reimagine what digital banking could feel like — seamless, human, and empowering.
Outcomes included:
Improved conversion rates and reduced friction in onboarding
Increased customer satisfaction scores across digital channels
A scalable design foundation for ongoing product growth
Stronger internal alignment on customer-centric delivery
A refreshed digital identity aligned with the values of modern Australians
Want to lead the future of digital banking?
Let’s reimagine what’s possible — with speed, precision, and impact.
Learn more at ubank.com.au