Judges' Comments

Serving over 12 million users each year, this solution shows how goal directed design and user research at the inception of a project can unlock innovation and compellingly frame up the case for transformation. In this instance, that foundation led to the re-organisation of visa presentation and the elimination of complexity for users by way of a radically improved usercentred experience. This in turn has resulted in significant reduction in cost to serve and facilitated the continued growth in online channel migration for the business.