The Process
Commpanion
CX and Innovation
Other Contributors: Francesca Serpelloni, Rupert Trengrove, Matt Hourigan
Context Analysis
The Future, Competitors and CBA
Sensing changing conditions in the world and foreseeing trends helps us to design an innovative solution that will fit into the future. Desk research helped us to identify the top business and technological trends that will help us frame the solution.
Uncover how we addressed these issues.
Consumers want genuine help, not hard marketing
Designing with empathy, the design aims to build a relationship with parents and children through happy experiences.
Uprising of Augmented Reality and Virtual Reality
Making AR available in the physical space. AR glasses are not yet widely available so it gives people reason to visit.
Physical-Digital Integrations
Children can experience new technology while maintaining physical activities and tactile play.
Dominating in banking with children... But falling?
Pre-2000
School program , now known as Dollarmites, established.
2000-2009
Start Smart established. 4-year consecutive 5 stars award from Canstar.
2009-2015
300% increase in youth-saver accounts opened with CBA.
2015- 2017
Calls for programs to be shut down for 'exploiting children'.
Now 2017
Youth App launched with focus on helping parents to teach children.
Although receiving negative feedback recently, CBA is still the dominating player for children's banking and we want to leverage on that success. At the same time, we hope to develop meaningful relationships with parents to build up trust and loyalty once again.
Competitors have explored innovation in physical banking spaces such as cafes, co-working spaces and increased efficiency of self-serving technology. But CBA's strength - banking with children - has yet to be explored in this space.
User Research
Empathising with the user
Starting with how children currently save money and what parents care about - we collated the needs, created journey maps and built personas. What implicit needs will get to the heart of the consumer?
In the end, our final aim was:
To give parents confidence in a happy childhood and a secure future for their child.
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Concept Generation
Think outside the box
Concept generation activities were used to start on big, crazy ideas which were then narrowed and refined to more logical concepts that matched the user needs.
 Crazy 8My 8 ideas in 8 minutes! Doesn't matter how crazy they are, just churn them out! |  Play TownConcept sketch by Matt Hourigan. |  Learning SpaceConcept sketch by Matt Hourigan. |
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 Virtual PetConcept sketch by Rupert Trengrove. |
Test and Refine
What do users think?
The concept was explained to potential users through storyboards and a click-through prototype of the app. Following feedback from Dr. Cara Wrigley and Dr. Karla Straker, we set out user testing goals that will help us iterate.
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Evaluation
End concept vs needs
The end concept was one that met our found user needs as well as the feedback.
Parents
Wants Child to Be Prepared
Commpanion HQ acts as motivation for the child to develop habits in a fun way. Parents can set goals that they value.
Balance Between Physical and Digital
Children can get some physical exercise in the playground while engaging with cool technology!
Have a Childhood, Not Worry Too Much About Money
Application strays away from money and uses 'elixir'. Parents can customise the option of pocket money.
Not Feel Pressured By Marketing
With minimal bank interference, Commpanion HQ is a space to build trust and a comfortable relationship.
Need to Have Time For Other Things
Lounge area allows parents to catch up on work. Or they can leave their child and go shopping or have a coffee!
Commpanion can be integrated with the existing Youth App to ensure a smooth connection to accounts and to help guide children into continuing the relationship with the bank.