Developing Personas and Mapping Digital Customer Journeys

Legalsuper website information

The issues

Legalsuper’s website was launched in 2017. The site has since become cluttered and the IA/site

structure is bulky, making it hard for people to easily navigate to the information they’re looking for.

There’s been no clear governance process established for managing the site, and much of what is

done is reactive or ad-hoc, rather than planned and considered. Bandaid solutions to legislative and

regulatory content requirements is common.

With the introduction of stapling legislation, we can no longer rely on increasing membership when

people join employers who have chosen us as their default fund. People will now carry their

“stapled” super account to their employer when they change jobs unless they choose to change

super funds. We now have to work harder to entice them to join us, and the website is a key channel

for acquisition.

Site performance

The exit rate for the home page is very high at 75%, which most likely indicates people are visiting

the homepage and then logging straight in to MemberAccess (the secure member portal).

Based on the Google Analytics stats, people who visit and don’t login to the secure portal, are

primarily visiting the site for:

• Contact details

• Our investment performance information

• Our fund details like ABN, USI, Choice of Fund details

• Forms and documents

• Super topics like contribution limits

• Fees and costs

• Using the tools available e.g. Retirement forecaster

• Information about insurance.

We know from feedback that a lot of people use the search function on the site to try and find what

they need. The search function isn’t always accurate and relies on a user inputting correct keywords.

Legalsuper digital goals

Our high-priority digital goal/initiative is to develop our digital channels and products with a focus on

user experience, and to drive online applications.

We’re aiming to improve engagement with prospective members to drive new member applications.

We also need to help our existing members self-serve and find the information they’re looking for on

the site.

We need to conduct a full website audit to identify superfluous information, confusing information

architecture structures and rebuild with a focus on user experience.