First State Super, a member-centric obsessed organisation (on a mission to provide a better future for all Australians) relied on their website and call centre as primary member relationship channels. First State Super embarked on creating the best-in-class mobile product in the market with an experience that members love and advocate. The app design needed to be all-inclusive to cater to the wide range of target member demographics and enable members to take control of their Super. Another key design challenge: Superannuation products (industry-wide) are notoriously low in user-engagement. The app had to be easy and intuitive.