HESTA launches new site to boost member experience

The industry super fund’s new website is part of a wider digital transformation strategy to offer a more engaging customer experience

Industry super fund, HESTA, has taken the wrappers off its new mobile-friendly website redesign aimed at boosting its digital presence and delivering a more engaging experience for members.

Launched by creative technology agency, DT, the website redesign occurred at the same time that Hesta conducted a major brand refresh, and uses the new colour palette and visual elements of the new brand.

HESTA executive of marketing strategy, Lisa Samuels, said the site was part of a wider strategy to find the most effective and efficient way to communicate with its members and stakeholders through new digital channels.

“For HESTA, consolidating the many streams of content creation and publishing within a single digital platform presents a range of opportunities to better serve our members and other audiences,” Samuels said. “Our new website not only achieves this strategic objective, it’s also easy to navigate, informative and engaging and enables HESTA to continue its progression as a digital-first organisation across all of its communications.”

With Web and mobile use changing at such a rapid pace, Samuels stressed HESTA needed to adapt with it, or risk being left behind.

“Our members were telling us that they expected us to be as easy to deal with as other online experiences,” she said. “We needed a digital platform that could deliver personalised and relevant experiences to each and every user.

“Our new website is designed with mobile first as a guiding principle, with ease of navigation informing the architecture. Our primary aim is to engage with our members to take the next best action for their financial future.”

The website is HESTA’s primary brand welcome, with over 2 million unique engagements a year.

“Research shows that the website is now a key driver of member satisfaction, which underpins retention,” Samuels said. “Our shift to the Adobe Marketing Cloud allows for orchestration of communication with members and employers across digital via their channel of preference, which is the foundation of our digital transformation.”

DT Melbourne’s Alisia Muscat said the new website was the result of extensive research, testing and design to produce a site that helps deliver on HESTA’s core goal: To improve the retirement of every member.

“The website brings the new HESTA brand and brand promise to life,” she said. “The collaborative approach between design, development and content teams shaped the successful outcome of this project, as well as a very hands-on effort from the client team.”

Samuels anticipated HESTA would continue to look for new and better ways to retain and attract members and foster deeper relationships within health and community services.

“Digital gives us the opportunity for personalised, highly targeted, accountable communication and to create effortless customer experiences,” she added. “With more than 820,000 members, we are taking the opportunity to think like a publisher, and no only tell our story but share the incredible life-changing work our members do.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

Great content and well explained. Everything you need to know about Digital Design, this article has got you covered. You may also check ...

Ryota Miyagi

Why the art of human-centred design has become a vital CX tool

Read more

Interested in virtual events? If you are looking for an amazing virtual booth, this is definitely worth checking https://virtualbooth.ad...

Cecille Pabon

Report: Covid effect sees digital events on the rise long-term

Read more

Thank you so much for sharing such an informative article. It’s really impressive.Click Here & Create Status and share with family

Sanwataram

Predictions: 14 digital marketing predictions for 2021

Read more

Nice!https://www.live-radio-onli...

OmiljeniRadio RadioStanice Uzi

Google+ and Blogger cozy up with new comment system

Read more

Awesome and well written article. The examples and elements are good and valuable for all brand identity designs. Speaking of awesome, ch...

Ryota Miyagi

Why customer trust is more vital to brand survival than it's ever been

Read more

Blog Posts

A Brand for social justice

In 2020, brands did something they’d never done before: They spoke up about race.

Dipanjan Chatterjee and Xiaofeng Wang

VP and principal analyst and senior analyst, Forrester

Determining our Humanity

‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Should your business go back to the future?

In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.

Craig Flanders

CEO, Spinach

Sign in