DLL Australia

Becoming a customer-obsessed organisation – a human-centred corporate customer experience & digital transformation within the finance sector

Some background

I worked on the DLL project during my time as Senior Experience Designer / Visual Storyteller at Design Tobias.

DLL, a global provider of leasing and finance solutions, engaged Tobias to co-design a vision for digital transformation across ANZ operations, and deliver on digital product opportunities and capability uplift. Collaboratively it was defined “what” the future experience would look like for end customers and partners, and “how” DLL would need to change to deliver this.

My key responsibilities

User Research

Co-facilitated user interviews; use of journey and affinity mapping to gather insights, identify pain points, and define user archetypes.

Co-Design and Workshops

Co-facilitated collaborative design sessions and workshops, leading to innovative concepts and establishing design principles.

Comparative and Landscape Analysis

Conducted desktop research to provide comparative analysis, ensuring alignment with industry trends and best practices as well understanding DLL’s market position.

Branding and Design System

Created tangible assets such as project-specific visual identities, mood boards, design principles and a design system to support clear and cohesive communication, exciting storytelling and seamless rapid prototyping.

Visual Communication

Overlooked and developed visual narrative walkthroughs, reports and presentations to effectively communicate insights, strategies, ideas and concepts to stakeholders.

Wireframing and Prototyping

Designed low fidelity wireframes and polished interactive prototypes for mobile, tablet and desktop platforms, supporting iterative usability testing.

Areas of involvement
CX
Co-design
Research
UX
Workshops
design principles
design system
UI
Branding
Wire-framing
Prototyping
Storytelling
Visual Highlights Showcasing the Project Journey

Branding and Visual Identity for the Project

The North Star Customer Experience, branded as Project Trev’R to make communication more tangible and relatable for all stakeholders, defined a clear vision for DLL’s future. It encompassed an end-to-end experience, addressing the needs of customers, partners, staff alike.

DLL project TreV'r logo
DLL project TreV’r logo
DLL - storytelling - Northstar for end2end CX experience
DLL – storytelling – Target Audiences for people involved in the end-2-end customer experience

To ensure clear and consistent communication across all aspects of the project, a visual segmentation strategy was developed. Each target audience was assigned a specific colour, creating an intuitive way to differentiate groups. Additionally, a comprehensive library of design assets was created, enabling easy illustration and framing of any context or communication need.

DLL -= storytelling - Target Audiences for people involved in the end-2-end customer experience

DLL -= storytelling – Target Audiences for people involved in the end-2-end customer experience

With those assets in hand it was then easy to illustrate and more-so communicate for example (and just to name a few)…

Design Principles

DLL example of design principles illustrated
DLL example of design principles illustrated

System Requirements

DLL example of system requirements illustrated
DLL example of system requirements illustrated

Frame a context for moments that matters within a process

Dll example framing a Moments-that-Matters within a process
Dll example framing a Moments-that-Matters within a process

Communicating project updates
including using the double diamond of HCD to indicate the design process

DLL - example of communicating project updates
DLL – example of communicating project updates

For research and co-design sessions

DLL Research Co-Design on end-2-end CX
DLL Research Co-Design on end-2-end CX

Indicating test environments

DLL icon for mobile references
DLL icon for mobile references
DLL icon for desktop references
DLL icon for desktop references

A design system and component libraries

DLL TreVr Design System Interaction Intro Screen
DLL TreVr Design System Interaction Intro Screen

The creation of a User Interface component library in Figma provided a solid foundation for rapidly building prototypes for testing. A responsive design approach ensured these components seamlessly adapted to various screen sizes.

DLL TreVr Figma prototyping / Component Library Vanilla scheme
DLL TreVr Figma prototyping / Component Library Vanilla scheme

During this phase of the design process, including usability testing, an iterative approach to design exploration and data refinement ensured an optimised outcome. This involved establishing consistent rules for naming conventions, formatting standards for data types (e.g., dates and currency), and standardising component designs. Even though the user interface was kept plain and simple, accessibility standards were rigorously upheld to ensure an inclusive and optimal user experience.

DLL TrevR example of the UI vanilla scheme for prototyping (Figma)
DLL TrevR example of the UI vanilla scheme for prototyping (Figma)
Example of iterations of designs for UI components
Example of iterations of designs for UI components

Wireframes, prototyping & iterative usability testing

Designed wireframes and interactive prototypes for mobile, tablet, and desktop platforms, supporting iterative usability testing and user interface refinement. These wireframes addressed diverse user types, customised views, and streamlined the information architecture to enhance usability across all devices.

Wireframes considering design considerations for different screen sizes
Wireframes considering design considerations for different screen sizes
Wireframes considering design considerations for different user types
Wireframes considering design considerations for different user types

Given the nature of the created processes, a substantial amount of data needed to be managed. Significant time was dedicated to optimising how this data was organised (chunked) and displayed. This included implementing customisable viewing options, such as filtering and adjustable column settings, to enhance usability and efficiency.

DLL TreVr Dashboard example for desktop
DLL TreVr Dashboard example for desktop

Prototypes were built in FIGMA and tested across different screen sizes and scenarios within the customer experience (CX), engaging various user types and groups. Insights from usability testing informed iterative improvements, ensuring each prototype evolved to better meet user needs and expectations.

DLL Prototype Example FIGMA Desktop
DLL Prototype Example FIGMA Desktop
DLL Prototype Example FIGMA Mobile wired
DLL Prototype Example FIGMA Mobile wired

Summary

In collaboration, I helped craft a vision for future customer experiences through a blend of visual storytelling, research, wire-framing, prototyping, and usability testing. Designs were tailored for diverse user groups and screen sizes, addressing unique needs, refining information architecture, and ensuring accessibility standards were met. Data was thoughtfully organised, with customisable views enhancing usability across platforms.

Crucially, the use of visual storytelling throughout the project made complex ideas tangible, fostering greater understanding and raising engagement levels among all stakeholders. This approach not only streamlined communication but also enhanced collaboration, ultimately driving the project toward a successful and impactful outcome.