Creating the new amp.com.au sounds like a mammoth task. Where did you start?
The secret to a good website is that it’s built around the needs of customers rather than the needs of a business. So we started with our customers. We asked over 1,000 valued customers how they prefer to find information online so that we could design the most effective experience. A good website also needs a strong team. So we assembled some fantastic designers from around the country to create a great experience for our customers.
How will it help people take control of their finances and own their tomorrow?
If you already know what you’re looking for, you can find information about AMP’s products quickly and easily. But it’s not just about saying “Here’s a whole lot of products, work it out for yourself”. If you’re not sure which product you need, you can find information relevant to your life stage and your individual needs. We think this ‘needs-based’ approach is unique in the industry and we’re quite excited about it.
How is the new amp.com.au cutting edge?
The engine behind the new amp.com.au is the Adobe Experience Manager. Using the latest technology means we can deliver customised experiences. But with technology it’s all about how you use it. Market-leading technology is great, but if you haven’t built the right team, it’s like having a Ferrari with no petrol in it. So we’re making sure our team get the right training to become cutting edge themselves.
How does it fit in with AMP’s vision for the future?
The new amp.com.au reflects our three guiding principles - being personalised, being effortless and being experts. It’s personalised because we’re using leading technology, so we can be more relevant to the needs of our customers. It’s effortless because the site has been simplified and the content is easier to access. And it’s expert because we’re sharing our tools and knowledge - like our Q&, where you can find out how to use property to help make you better off.
So what’s next?
Our customers increasingly expect to be able to access their finances when they want to and how they want to. So this year we launched our mobile and iPad apps before launching the new amp.com.au. Next year we’ll be focusing on connecting the website and our apps with our BankNet and My Portfolio services into a single platform that’s simple to access. So if you move from the app to the website it should feel like one smooth journey. The information you find on one platform should be relevant to another. And you shouldn’t have to jump through hoops to repeat processes you’ve already carried out before.
We’ll keep evolving the new amp.com.au, which means working closely with our segment, marketing and product teams to produce refreshing and relevant content that you can read and share. Watch this space! It’s going to be an exciting journey.