Key Dates

28 January - Launch Deadline
18 March - Standard Deadline
29 April - Late Deadline
10 June - Judging
24 June - Winners Announced
27 July - Awards Presentation


Image Credit : Mark McManus



Project Overview

As Australia’s first industry super fund, LUCRF Super is no stranger to leading the way. When it partnered with Luminary to rebuild its website, LUCRF Super’s vision was more than just a new site. True to its philosophy of always putting members first, it wanted to completely redefine the industry benchmark for online user experience. At the heart of this project was a very simple mission: ‘to create a friendly and helpful experience for members and employers’. The key objectives were also fairly straightforward: to drive member retention through an improved digital experience, and to support growth through direct member acquisition. What was remarkable, however, was the extent to which LUCRF Super was prepared to go to comprehend and deliver on the needs of its audience.

Project Commissioner


Project Creator



Account Director: Liam Thomas
Producer: Anne-Marie Preston
Research & Strategy: Emma Andrews; Kelvin Dart (Our Very Own)
Solution Architect: Darren Stahlhut
Design: Nicole Dolan (Our Very Own); Mark McManus
FED: Johannes Untoro, Drew Foster
BED: Ynze Nunnink, Rizki Satria
QA: Neil Sudharmono

Project Brief

Fundamentally, the brief was: to ‘improve the overall effectiveness of the LUCRF Super website’, ‘to introduce new functionality to improve experience and drive engagement’ and ‘to support membership growth through a greatly improved online join experience’. Among other things, this encompassed an evaluation of platforms, and a thorough review of content architecture and user experience, informed by user feedback. LUCRF Super also wanted to ensure that the new site would enable it to communicate with both existing and prospective members based on their behaviours, in order to serve them with tailored, relevant and useful communications.

Project Innovation/Need

As LUCRF Super Marketing and Retention Manager Aaron MacRae explains, “The project was driven by a genuine desire to understand the unique needs of our particular members and support them in ways that differentiates us from other super funds.”

Design Challenge

The foundation of this project was a 3-month discovery engagement led by Luminary (in partnership with Our Very Own) – encompassing competitor analysis, comparator reviews, heuristics analysis, immersion workshops, stakeholder interviews, user testing, and external research with members and employers.

The discovery phase uncovered a number of surprising insights about the fund’s members. All of these findings were documented in the form of a detailed customer journey map.

The new site provides an unbroken experience for members from their inbox to the website and enables personalisation and automation for a seamless member experience. New features include custom content based on member personas and unique user profiles, pre-populated forms, completely reimagined content, and personalised support through SMS and email.

Where the customer journey on the old site often led visitors to a ‘dead end’, there is now a strong focus on guiding people to the point of being able to perform desired actions on the site or secure member portal – for example, choosing an investment option or upgrading their insurance. For more complicated actions that require support from customer service and financial advice teams, content directs the user to the appropriate support team through their preferred channel, whether it be a call-back, online enquiry or face-to-face appointment.

User Experience

LUCRF Super’s new site will be promoted via an eDM about the launch to members, through social media and also a paid Google campaign to drive traffic to the site.

This award celebrates innovation and creativity in design of a unique user experience in the combination of text, audio, still images, animation, video, and interactivity content for websites. Consideration given to clarity of communication and the matching information style to audience.


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