Guild Super
Using Strategic Customer Journey Mapping to Deepen Engagement in the First 90 Days
Brief
85% of Guild Super’s member base are women. As such, the company was moving towards rebranding as a super fund for women. In the interim however, the existing GuildSuper website needed a refresh.
Background
Redesign the existing website to cater to the design and usability needs of the planned new brand. This would serve as an interim website and would form the base foundation for the new brand once it was launched. As such, the site needed to be designed with the following in mind:
It needed to be mobile-first
It needed to be component-first
It needed templates which can be easily configured to the new brand once the new brand was in place
35%
Increase in online orders 2023
Solution
Following initial interviews and research with key stakeholders, we wireframed IA and page template solutions which were then developed into a component and template UI library.
The website redesign delivered a modern, mobile-first platform that provided an improved user experience while setting the foundation for GuildSuper's future branding. The component-first design approach and adaptable templates allowed for seamless integration with the upcoming brand, ensuring flexibility for future updates. The interim website not only enhanced usability but also demonstrated GuildSuper’s commitment to aligning with the preferences and needs of their predominantly female audience.
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