Virgin Money
Challenger
Virgin Money
Challenger
Virgin Money
Challenger
Overview
From proof of concept to a full-scale banking experience built for a new generation.
Virgin Money Australia set out to disrupt the traditional banking model with a challenger bank designed for younger, digitally savvy customers. As Product Design Lead at Deloitte Digital, I took a six-week proof of concept and helped transform it into a real-world, app-based banking experience—intuitive, habit-forming, and built to reward financial wellbeing.
We designed a seamless platform that reframed banking as something engaging and emotionally rewarding, while still delivering the security and performance expected of a fully regulated institution.
Brand
Virgin Money Australia
Agency
Deloitte Digital
Role
Product Design Lead
Overview
From proof of concept to a full-scale banking experience built for a new generation.
Virgin Money Australia set out to disrupt the traditional banking model with a challenger bank designed for younger, digitally savvy customers. As Product Design Lead at Deloitte Digital, I took a six-week proof of concept and helped transform it into a real-world, app-based banking experience—intuitive, habit-forming, and built to reward financial wellbeing.
We designed a seamless platform that reframed banking as something engaging and emotionally rewarding, while still delivering the security and performance expected of a fully regulated institution.
Brand
Virgin Money Australia
Agency
Deloitte Digital
Role
Product Design Lead
Overview
From proof of concept to a full-scale banking experience built for a new generation.
Virgin Money Australia set out to disrupt the traditional banking model with a challenger bank designed for younger, digitally savvy customers. As Product Design Lead at Deloitte Digital, I took a six-week proof of concept and helped transform it into a real-world, app-based banking experience—intuitive, habit-forming, and built to reward financial wellbeing.
We designed a seamless platform that reframed banking as something engaging and emotionally rewarding, while still delivering the security and performance expected of a fully regulated institution.
Brand
Virgin Money Australia
Agency
Deloitte Digital
Role
Product Design Lead
Challenge
Redesign banking for a generation that expects more than just a place to park their money.
Younger users aren’t satisfied with functional apps—they want budgeting tools, lifestyle alignment, gamified savings, and genuine rewards. But delivering a joyful, user-first experience in a highly regulated environment required balance between innovation and compliance. The challenge was to evolve the proof of concept into a mobile-native, feature-rich product that connected emotionally, worked seamlessly, and built long-term customer loyalty.
We set out to transform
Transactional interfaces
Engaging, habit-building tools
Product-led platforms
User-led financial experiences
Generic reward schemes
Positive financial rewards
Challenge
Redesign banking for a generation that expects more than just a place to park their money.
Younger users aren’t satisfied with functional apps—they want budgeting tools, lifestyle alignment, gamified savings, and genuine rewards. But delivering a joyful, user-first experience in a highly regulated environment required balance between innovation and compliance. The challenge was to evolve the proof of concept into a mobile-native, feature-rich product that connected emotionally, worked seamlessly, and built long-term customer loyalty.
We set out to transform
Transactional interfaces
Engaging, habit-building tools
Product-led platforms
User-led financial experiences
Generic reward schemes
Positive financial rewards
Challenge
Redesign banking for a generation that expects more than just a place to park their money.
Younger users aren’t satisfied with functional apps—they want budgeting tools, lifestyle alignment, gamified savings, and genuine rewards. But delivering a joyful, user-first experience in a highly regulated environment required balance between innovation and compliance. The challenge was to evolve the proof of concept into a mobile-native, feature-rich product that connected emotionally, worked seamlessly, and built long-term customer loyalty.
We set out to transform
Transactional interfaces
Engaging, habit-building tools
Product-led platforms
User-led financial experiences
Generic reward schemes
Positive financial rewards
Onboarding
Onboarding
Onboarding
Process
We embedded design across two cross-functional squads—one focused on customer experience, the other on product delivery. Working in three-week sprints, we stayed 1–2 steps ahead of engineering to map journeys, validate ideas, and resolve constraints before build. We ran iterative user testing every two weeks, gathering feedback not just on usability, but on emotional engagement and clarity. We worked closely with compliance, data, and backend teams to ensure features remained viable and secure, while delivering delight. Our team culture was lean, high-trust, and collaborative—with design shaping the product roadmap from discovery to delivery.
Deliverables
01
Product definition and MVP scope
02
UX flows & user journeys
03
Financial Fitness tools
04
Loyalty rewards
05
Prototyping & validation
06
UI design for iOS & Android
07
Virgin Money Design system
08
Dev-ready documentation
09
Ongoing iteration & optimisation
Process
We embedded design across two cross-functional squads—one focused on customer experience, the other on product delivery. Working in three-week sprints, we stayed 1–2 steps ahead of engineering to map journeys, validate ideas, and resolve constraints before build. We ran iterative user testing every two weeks, gathering feedback not just on usability, but on emotional engagement and clarity. We worked closely with compliance, data, and backend teams to ensure features remained viable and secure, while delivering delight. Our team culture was lean, high-trust, and collaborative—with design shaping the product roadmap from discovery to delivery.
Deliverables
01
Product definition and MVP scope
02
UX flows & user journeys
03
Financial Fitness tools
04
Loyalty rewards
05
Prototyping & validation
06
UI design for iOS & Android
07
Virgin Money Design system
08
Dev-ready documentation
09
Ongoing iteration & optimisation
Process
We embedded design across two cross-functional squads—one focused on customer experience, the other on product delivery. Working in three-week sprints, we stayed 1–2 steps ahead of engineering to map journeys, validate ideas, and resolve constraints before build. We ran iterative user testing every two weeks, gathering feedback not just on usability, but on emotional engagement and clarity. We worked closely with compliance, data, and backend teams to ensure features remained viable and secure, while delivering delight. Our team culture was lean, high-trust, and collaborative—with design shaping the product roadmap from discovery to delivery.
Deliverables
01
Product definition and MVP scope
02
UX flows & user journeys
03
Financial Fitness tools
04
Loyalty rewards
05
Prototyping & validation
06
UI design for iOS & Android
07
Virgin Money Design system
08
Dev-ready documentation
09
Ongoing iteration & optimisation
User testing & insights
We ran moderated usability sessions and prototype testing every two weeks, engaging over 100 users across Australia. These sessions helped validate emotional connection, ease of use, and relevance of new features like Financial Fitness and loyalty rewards.
What We Learned
Users found budgeting tools too static or complex
Many didn’t understand the benefit of saving regularly
Rewards needed to feel relevant—not generic offers
Users wanted a more personalised experience
Young users expected instant feedback and intuitive flows
Trust and security remained non-negotiable
How we responded
Created habit-forming “Financial Fitness” journeys
Gamified savings with micro-goals and visual milestones
Designed loyalty to reward healthy financial behaviour
Tailored dashboards and nudges based on spending
Simplified flows and feedback loops with responsive UI
Balanced creativity with clarity, control, and compliance
User testing & insights
We ran moderated usability sessions and prototype testing every two weeks, engaging over 100 users across Australia. These sessions helped validate emotional connection, ease of use, and relevance of new features like Financial Fitness and loyalty rewards.
What We Learned
Users found budgeting tools too static or complex
Many didn’t understand the benefit of saving regularly
Rewards needed to feel relevant—not generic offers
Users wanted a more personalised experience
Young users expected instant feedback and intuitive flows
Trust and security remained non-negotiable
How we responded
Created habit-forming “Financial Fitness” journeys
Gamified savings with micro-goals and visual milestones
Designed loyalty to reward healthy financial behaviour
Tailored dashboards and nudges based on spending
Simplified flows and feedback loops with responsive UI
Balanced creativity with clarity, control, and compliance
User testing & insights
We ran moderated usability sessions and prototype testing every two weeks, engaging over 100 users across Australia. These sessions helped validate emotional connection, ease of use, and relevance of new features like Financial Fitness and loyalty rewards.
What We Learned
Users found budgeting tools too static or complex
Many didn’t understand the benefit of saving regularly
Rewards needed to feel relevant—not generic offers
Users wanted a more personalised experience
Young users expected instant feedback and intuitive flows
Trust and security remained non-negotiable
How we responded
Created habit-forming “Financial Fitness” journeys
Gamified savings with micro-goals and visual milestones
Designed loyalty to reward healthy financial behaviour
Tailored dashboards and nudges based on spending
Simplified flows and feedback loops with responsive UI
Balanced creativity with clarity, control, and compliance
MEMBER EXPERIENCE
Our goal was to move beyond traditional banking and design an experience that felt emotionally rewarding, empowering, and future-focused. One that supports users not just in managing money—but in growing confidence, setting goals, and feeling recognised along the way.
EXPERIENCE PRINCIPLES
01
Build trust through transparency: Let users see what’s happening and why, at every step of the journey.
02
Reward positive behaviour: Make good financial habits feel satisfying and visible.
03
Empower through simplicity: Give users the tools to take control—without overwhelming them.
04
Design for real life: Reflect the behaviours, goals, and pace of modern money management.
MEMBER EXPERIENCE
Our goal was to move beyond traditional banking and design an experience that felt emotionally rewarding, empowering, and future-focused. One that supports users not just in managing money—but in growing confidence, setting goals, and feeling recognised along the way.
EXPERIENCE PRINCIPLES
01
Build trust through transparency: Let users see what’s happening and why, at every step of the journey.
02
Reward positive behaviour: Make good financial habits feel satisfying and visible.
03
Empower through simplicity: Give users the tools to take control—without overwhelming them.
04
Design for real life: Reflect the behaviours, goals, and pace of modern money management.
MEMBER EXPERIENCE
Our goal was to move beyond traditional banking and design an experience that felt emotionally rewarding, empowering, and future-focused. One that supports users not just in managing money—but in growing confidence, setting goals, and feeling recognised along the way.
EXPERIENCE PRINCIPLES
01
Build trust through transparency: Let users see what’s happening and why, at every step of the journey.
02
Reward positive behaviour: Make good financial habits feel satisfying and visible.
03
Empower through simplicity: Give users the tools to take control—without overwhelming them.
04
Design for real life: Reflect the behaviours, goals, and pace of modern money management.
THE HUMAN STORY
“It doesn’t feel like banking. It feels like something that’s trying to help me be better with money.”
— Virgin Money Customer
THE HUMAN STORY
“It doesn’t feel like banking. It feels like something that’s trying to help me be better with money.”
— Virgin Money Customer
THE HUMAN STORY
“It doesn’t feel like banking. It feels like something that’s trying to help me be better with money.”
— Virgin Money Customer
REFLECTION
This project was about designing for real impact. We didn’t just polish an interface—we helped shift a culture of banking from transactional to transformational.
Through deep collaboration, rapid testing, and a relentless focus on user needs, we delivered a product that’s helping people form better money habits and stick with them. We balanced innovation with trust, ambition with accessibility, and creativity with compliance.
And we proved that a bank can feel more like a coach—and still be rock solid underneath.
REFLECTION
This project was about designing for real impact. We didn’t just polish an interface—we helped shift a culture of banking from transactional to transformational.
Through deep collaboration, rapid testing, and a relentless focus on user needs, we delivered a product that’s helping people form better money habits and stick with them. We balanced innovation with trust, ambition with accessibility, and creativity with compliance.
And we proved that a bank can feel more like a coach—and still be rock solid underneath.
REFLECTION
This project was about designing for real impact. We didn’t just polish an interface—we helped shift a culture of banking from transactional to transformational.
Through deep collaboration, rapid testing, and a relentless focus on user needs, we delivered a product that’s helping people form better money habits and stick with them. We balanced innovation with trust, ambition with accessibility, and creativity with compliance.
And we proved that a bank can feel more like a coach—and still be rock solid underneath.
results
62K+
Users onboarded in the first year of the launch.
94%
New-to-bank customers joining through the app.
15min
Average time to open a new account—down from 15 days.
84M+
Loyalty points earned via Financial Fitness and card spend.
41%
Of users actively saving toward home ownership goals.
4.4
App Store rating post-launch, reflecting strong user satisfaction.
results
62K+
Users onboarded in the first year of the launch.
94%
New-to-bank customers joining through the app.
15min
Average time to open a new account—down from 15 days.
84M+
Loyalty points earned via Financial Fitness and card spend.
41%
Of users actively saving toward home ownership goals.
4.4
App Store rating post-launch, reflecting strong user satisfaction.
results
62K+
Users onboarded in the first year of the launch.
94%
New-to-bank customers joining through the app.
15min
Average time to open a new account—down from 15 days.
84M+
Loyalty points earned via Financial Fitness and card spend.
41%
Of users actively saving toward home ownership goals.
4.4
App Store rating post-launch, reflecting strong user satisfaction.
