Agile and Human-Centred Product Design model
Introduction This blog post presents an easy-to-follow model for designing new products and service offerings for the Commonwealth Bank of Australia (CBA). CBA is Australia's largest bank by market capitalisation and total assets as of June 2025. According to its 2024 annual report, 35.5% of Australians and 25.5% of businesses named CBA as their main financial institution, reflecting its importance to the overall financial system in the country. CBA attributes its success to several reasons, including strong customer relationships and its consistent history of innovation. This history of innovation has enabled it to become a leader in digital banking, providing superior digital experiences for customers. It is no surprise therefore, that the Bank’s current strategy is to “build tomorrow’s bank today for our customers”. This strategy suggests that the Bank is not comfortable with its market-leading position. Instead, it is committed to continuing its demonstrated history of i...