Skip to content
Orkun Camgoz

DB · Sales Service blueprintWestpac · 2024 – present · 4 min read

Making a banking platform legible to the people building it

A service blueprint that changed what the program consolidated first: the handoffs behind the tools, not the tools.

Role card

Project
DB · Sales Service blueprint
Role
Principal Experience Designer
Stage
Principal
Organisation
Westpac
Sector
Banking
Duration
2024 – present
Themes
Making complexity legible; Designing the whole service, not the interface

In sixty seconds

Situation

Digital Banker was consolidating banker tools into one platform. Migrating interfaces without understanding their owners, policies and handoffs risked preserving the hardest work.

Reframe

A five-lane blueprint showed that the largest breaks sat between systems. Program leadership prioritised three handoffs where information was re-keyed or lost.

Outcome

The blueprint changed program sequencing and became a shared reference across product, operations, policy, data and technology. Customer effects remain projected while delivery continues.

Ask Orko about this studySite guide

Short, scripted answers drawn from this page. Pick a question to open them.

Team and scope

Team

Me as principal; two product designers, a content designer, researchers, product managers, engineers and subject-matter experts across eight delivery squads.

Scope

I owned discovery, synthesis and the blueprint; shared future-state decisions across functions. I did not own funding, policy, architecture or delivery sequencing.

Confidentiality

The blueprint, handoff structure, quotes and operating detail were recreated or generalised; no customer data or internal system names are shown.

01

The situation and the stakes

Digital Banker aimed to unite fragmented banker tools. Bankers needed less searching, re-keying and chasing; customers needed fewer pauses while the bank reconstructed information it already held.

Tool-by-tool migration could hide broken handoffs behind a cleaner interface. Each squad could optimise its surface while the service between squads remained nobody’s problem, preserving the effort the program intended to remove.

02

Why it was hard

The work crossed five views: customer, banker, operations, policy and data, and technology. Each used different boundaries, language and meanings of ‘complete’: submitted, checked, approved or visible in another system.

Evidence was distributed across bankers, operational specialists and technical teams. We also had to distinguish protective controls from workarounds caused by incomplete information or unclear ownership; simplification could otherwise weaken a control or move effort out of sight.

03

The reframe

Consolidation had meant moving the most-used tools into one place first. That made migration volume visible but left service quality implicit.

I mapped one lending journey across five lanes and traced information through seven handoffs in the recreated structure. Three re-keying points concentrated follow-up, uncertainty and avoidable checking.

The question changed from ‘Which tool moves first?’ to ‘Which service break disappears first?’ Program leadership prioritised the three handoffs before broader interface consolidation, giving product, architecture and operations a shared order without pretending every dependency was settled.

Recreated service blueprint with five horizontal lanes for customer, banker, operations, policy and data, and technology. One lending customer journey crosses the lanes; small circles mark handoffs and three blue circles mark re-keying between systems.
The blueprint exposed three re-keying points within seven handoffs, shifting the first consolidation decision from migrating tools to repairing the service.

04

What I did, and what I chose not to do

I organised discovery around unknowns, interviewing bankers and specialists and walking live work with synthetic examples. Each inferred handoff was checked with its sender and receiver, then marked observed, reported or assumed.

I layered the blueprint from people and work to policy, data, systems and evidence strength. We modelled seven handoffs becoming three by carrying verified context forward, then proposed ‘guide, hand off, close the loop’ for movement between Digital Banker and the origination system; it has not been implemented uniformly.

I did not design a complete target interface, blueprint every lending variation or score teams against the map. These would create false certainty before policy, data access and architecture decisions were settled, or turn dependency mapping into blame.

Recreated before-and-after path. Above, seven handoff nodes on a line with three looping re-keying arrows; below, three nodes joined by one continuous blue line with context tokens carried along it.
Carrying verified context reduced the recreated path from seven handoffs to three. Delivery continued, so the reduction stayed projected.

05

How I brought people with me

People had to recognise their service in the blueprint. Lane-by-lane playbacks let bankers, operations specialists, policy partners and engineers correct details before product, operations, policy, data and technology leads named what they received, trusted, changed and owned at each break.

The leadership session sought a sequencing decision, not agreement. Leaders chose between two orders and prioritised shared handoffs; later, squads used the blueprint in briefs and dependency conversations without my facilitation, an observed adoption signal, though consistency across all eight squads was not measured.

“This is the first view that shows where our tool ends but the work does not.”

Program product lead

06

What changed

Tool migration was recast around three cross-squad handoffs, with named product, operations and technology participation. Verified context travelling with work and one visible owner for exceptions became committed direction; reduced re-keying remained projected while delivery continued.

Customers were expected to repeat less context and face fewer unexplained pauses, but this was not measured. Designers also considered customer, banker and operational consequences in briefs and critiques; this was observed, not measured across all eight squads.

CustomerProjected
Removing three re-keying points projected less repetition and fewer pauses; delivery continued and customer perception remained untested.
EmployeeCommitted
The future-state direction committed to carrying verified context forward, showing its source and giving each exception one visible owner.
BusinessCommitted
Program leadership committed to prioritising three shared handoffs before broader tool migration, changing the sequence of discovery work.
OrganisationObserved
Squads used the blueprint in later discovery briefs and dependency conversations without principal-led facilitation, and added open questions to it.

07

What I carry forward

I now make a whole-service map the first deliverable in consolidation. Showing every handoff turns sequencing from negotiation between tool owners into a decision about which break to remove first; an evidence register beside it keeps every line challengeable as policy and architecture change.