RedZed Lending

Customer Experience Strategy

RedZed is a growing force in lending and finance for Australian self-employed and small business. Currently, RedZed’s customer is serviced through a large broker network. By 2020, RedZed wishes to expand on this delivering new and engaging experiences for the self-employed. RedZed were in need of a Customer Experience strategy to understand the marketplace appetite, where to play & what would be required.

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Our approach

A strategy for an outstanding customer experience and a plan to make it happen.

This strategy was informed by the following activities:

  • Interview and insight program with a broad set of RedZed stakeholders
  • Deep customer enquiry which identified an exciting new customer cohort RedZed could represent
  • Defining the Play to Win strategy canvas
  • Illustrating the target-state customer experience for RedZed
  • Making recommendations on customer initiatives to get there
  • The roadmap to best tackle these initiatives to generate the highest impact and value


This has supported us in defining RedZed’s differentiation strategy

On completion, W3.Digital delivered the actionable strategy that would position RedZed as the preferred lender for the self-employed; the pivot the business needs to make, the sequence of events to do so, including the technology and capability enablement required to succeed.

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Play to Win
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Meet the team

Steve and Emma embedded at RedZed for the course of the engagement, leading to insight and rapid ideation on the spot.

Stephen Colman

Stephen Colman

Director - Experience Design

Emma Carroll

Emma Carroll

Senior Digital Strategist

W3’s collaborative, co-design process led to getting buy-in from the business and have given us the ability to innovate with confidence.

The project artefacts are now embedded around our business and importantly, the recommendations were actionable.
I wouldn’t hesitate to recommend W3.Digital – their agile, fun, collaborative way of working coupled with a bank of expertise made for a very successful engagement

Angelo Klidomitis, RedZed – Head of Marketing


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