Digital strategies that work

During a large-scale digital transformation of Cbus services and product experiences, I was engaged to lead the project defining the member experience for their new digital platform.
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The Challenge:

Cbus had 748,000 members, each at different lifecycle stages across multiple financial products. Traditional Information Architecture tools couldn't produce the granular insights needed to serve such a large, complex member base effectively.
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The Approach:

I defined and executed a hybrid qualitative/quantitative research methodology that enabled our design team to 'find the needle in the haystack' of relevant information for each member segment. Through focus groups and one-on-one interviews, we facilitated members to design their own on-page experiences based on their specific needs at different lifecycle stages.
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The Impact:

This member-driven approach led to targeted segment page designs and scalable design patterns. We also restructured the information architecture, removing 80% of rarely-viewed content and creating dramatically simpler mobile and tablet navigation. The innovative research methodology shifted the organisation from a 'marketing mentality' to a 'needs-based' approach in member communications.
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The Result:

Cbus adopted this member-centric methodology as their ongoing standard, fundamentally changing how they engage with members across all touchpoints.

After years of expanding products and services, iSelect's navigation architecture was failing on mobile and tablet devices, with users unable to discover the company's full range of offerings beyond Health Insurance.

‍The Challenge:

The existing architecture had become complex and mobile-unfriendly, limiting user discovery of iSelect's diverse product portfolio and hindering organic search performance.

‍The Approach:

I developed a user-driven methodology using online card sorting activities with hundreds of everyday customers and non-customers.

This process allowed users to effectively define their preferred navigation structure, significantly reducing complexity while creating a scalable framework for new product verticals.

‍The Impact:

The restructured architecture clearly showcased iSelect's full service range and established a foundation designed to serve the company for at least 5 years. Its still serving iSelect to this day, ~ 9 years later. This is a gold standard in information architecture design.

With iSelect's increasing reliance on organic search traffic, this user-validated structure preceded major content investments, ensuring highly relevant user experiences across all touchpoints.

‍The Result: A sustainable, mobile-optimized architecture that continues to serve iSelect today, supporting both user discovery and organic search performance while accommodating ongoing business growth.

This was a deeply personal passion project - creating a comprehensive digital archive for my father, Mark Grey-Smith, a nationally recognized Australian sculptor based here in Pemberton.

Rather than focusing on marketing or sales, this website serves as a cultural archive of his life's work, preserving decades of sculptural art for public access and future generations.

The site is deliberately image-heavy - entirely appropriate for showcasing an artist's body of work. We invested significantly in professional image archiving, uploading, and content management to ensure each piece could be properly experienced online.

The results speak for themselves: visitors spend an average of 10+ minutes exploring the collection, with engagement metrics through the roof.

This project demonstrates how digital strategy isn't always about business growth - sometimes it's about cultural preservation, legacy, and ensuring important work remains accessible to the public.

The website has generated fantastic traffic and achieved exactly what we set out to do: making sure his life's work is properly represented online and his artistic legacy continues to reach new audiences.

‍We're currently producing a video series where he discusses his latest works, adding another layer to this ongoing digital archive.