Big digital investments demand more than intuition.
As a leading Australian bank with over $100B in assets prepared to modernize its insurance and home loan experiences, every decision carried real financial consequence.
From acquisition flows to quoting and product pages, the team needed to know which digital features would actually influence sign ups before committing to large scale change.
Instead of relying on assumptions or months long discovery cycles, the bank turned to Heatseeker. In days, behavioral experiments revealed what drove action, what created friction, and which features could be safely deprioritized.
The Challenge
The bank faced competing hypotheses across teams and functions.
Price versus coverage.
Flexibility versus bundled offers.
Feature richness versus simplicity.
Discovery cycles stretched for months, slowing decision-making while pressure to ship continued to grow. Leadership needed clarity quickly and at enterprise scale.
The Solution
Heatseeker enabled focused behavioral experiments testing individual features and feature groupings within realistic digital contexts.
Each test isolated a single decision driver such as pricing transparency, coverage options, flexibility, or bundled incentives. This allowed the team to observe what customers actually did rather than what they claimed they might do.
Behavioral data returned within days, not months.
Results
The bank quickly identified:
- Which features directly influenced sign-ups
- Which features drove engagement and which distracted users
- Where simplification improved conversion
Heatseeker made it clear which features mattered and which could be deprioritized without risk.
Conclusion
The bank compressed a months-long discovery cycle into days and made behavioral feature testing a standard input before redesigning product pages or updating quoting flows.
Teams now move faster with clearer decision-making, and digital investments are grounded in what customers actually do, not what teams assume. Heatseeker gave the bank the confidence to act decisively and build digital experiences that convert.
