Accelerating digital adoption
Mapping the Customer Journey for a Global Fintech Platform.
Chris Sinclair, Head of Digital CX/UX and Strategy at Digital Village, partnered with OFX to redesign their customer journeys for global businesses. OFX is an Australian-owned fintech that has expanded into a full financial platform for global businesses.
Chris reported impressive improvements. Juno shaped the website structure, content priorities, and customer journey for OFX's next phase of growth.
Chris Sinclair, Head of Digital CX/UX and Strategy at Digital Village.
The challenge
OFX started as a foreign exchange service and has since expanded into a full financial platform for global businesses. The challenge was that their website was their biggest value engine, yet it wasn't aligned to the needs of new target customers.
His team was tasked with reimagining the platform's role in the customer journey. To do this, he needed to understand how different segments made decisions, what they expected from financial platforms, and which messages and features drive trust and conversion.
Traditional interviews would have taken weeks and loaded the design team with scheduling, transcription, and analysis. OFX needed speed and depth to make confident decisions about structure and messaging.
The solution
Chris ran a Hey Juno study to run asynchronous interviews with 34 participants across OFX's key segments. Rather than spending weeks on recruitment and coordination, the study was live within hours.
The study focused on:
- 1. How decision makers evaluate financial platforms.
- 2. The role of websites and digital tools in influencing purchase decisions.
- 3. What triggers initial interest and what factors seal the deal.
Automation and system integration emerged as the biggest head turners, while price and migration support proved to be the two critical hurdles before conversion. Juno delivered transcripts and structured insights within minutes.
Chris took these outputs alongside internal one-to-one interviews and mapped customer journeys in Figma. Each journey captured objectives, motivations, decision points, and pain points across three primary personas: fast-growing startups, mid-market scale-ups, and outsourced finance teams.
The impact
Recruiting and structured analysis accelerated turnaround efficiency, while deeper documentation addressed exactly what's driving business decisions. The findings also informed broader marketing strategy and content.
For Chris, Juno cut weeks off his research process and allowed him to deliver validated customer journeys in just five days — night and day compared to traditional interviews.
Juno directly shaped OFX's website architecture and content strategy.
He later reflected on his experience with Michelle Gilmore, CEO of Hey Juno, on the Digital Nexus Podcast. You can listen to their full conversation below.
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