Bullseye is an application used by Westpac Institutional Banking teams to track performance, compliance and customer interactions.

User Interviews, Task Analysis, Feature prioritisation

UX Audit, UX strategy, Personas

IA, User flows, Prototyping, Usability testing

UI, Design system


The Challenge

The B2B platform was about twelve years old and a mishmash of different UIs had navigation issues and severe usability problems. Over time, it has grown significantly, both in terms of functionality and the amount of business-critical data it holds.


The current application was no longer fit for purpose and represents a significant, growing risk. It needed a unified UX design and a brand-consistent look and feel.


Four areas that needed to be improved in order to elevate the user experience on the platform were defined:

  • Usability (navigation, discoverability, UI standards)
  • Consistency (UI design, interaction design)
  • Workflow (user flow, interaction design, efficiency)
  • Brand perception

The Process And Insights


To build a knowledge base and point of context before the design process starts several UX workshops for different types of users were conducted. User interviews helped to discover the context of a problem and get insight into what possible outcomes there are for the design. Task Analysis were used to understand User Goals and Behaviour.


After the main user stories were validated, a simple Effort/Value matrix was used to identify which ones are most important to work on first.

Usability Improvements

Improved navigation very quickly makes it clear what actions are possible in the UI. In this case, after a detailed UX audit, we proposed that we redesign the Information Architecture and navigation to expose all available options, (including those previously hidden), and reorganize it in a way that made sense to all different types of users.

Consistency in UX

The current UI was a mishmash of different UIs. What made it confusing for the user was how the interactions, colours, layout, and font styles looked different from page to page. Consistency is about reducing learning and eliminating confusion.


We presented the need for greater UX consistency on the platform. Consistency is a part of usability. Greater consistency provides better usability and better usability increases brand credibility. As a result, a Design System library was developed.

Workflow Improvements

In order to increase customer productivity, it was vital that we boosted the speed it took to get around the UI with an improved navigation design. Menus and submenus have to make sense for each group of users and the menu labelling was inconsistent. Customized UI elements by user type and its appearance showing only functionality that the user can access. Improving this benefited the workflow, and gave faster access to the areas users visit most often.

The result

Introducing the smart UX strategy allowed to re-design and re-develop iteratively testing each change with a small number of users to de-risking the current platform. It allowed dramatically improve the overall User experience of the complex B2B platform in tight deadlines. 


We created a streamlined user interface and improved brand perception. Workflows were optimized for efficient navigation, performing personalised user actions within a flexible system designed to adapt to the application’s user needs.

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