Export Finance Australia’s website had become difficult to navigate. Information architecture lacked clarity, user journeys were fragmented, and many visitors struggled to identify whether EFA’s services were relevant to them. The result was unnecessary pressure on the call centre, with large volumes of unqualified enquiries and slow pathways to application.
EFA also relied heavily on external agencies to build campaign landing pages. Every new initiative required design, development, and deployment support, slowing marketing activity and increasing costs. At the same time, new government security requirements introduced stricter standards for infrastructure and access control.
Working closely with EFA stakeholders, Koben led a research and strategy process combining analytics analysis, workshops, and stakeholder interviews. This work reshaped the site’s taxonomy and user journeys around clear personas and needs-based pathways, creating a structure designed to guide visitors quickly toward the right products and services.
The rebuilt platform introduced personalised content experiences, a visual page builder for rapid campaign launches, and stronger infrastructure to meet government security standards. Two-factor authentication, a web application firewall, and stricter CMS access controls enabled the site to pass government penetration testing, while multi-region load balancing improved uptime and scalability. The result was a more secure, self-service digital platform that increased online applications, reduced unqualified enquiries, and gave EFA’s marketing team the ability to launch and manage campaigns independently.
