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ANZ were exploring opportunities to make giving part of our everyday banking.

Australians have a distinct cultural relationship with giving and philanthropy, as they do with the 'Big Four' banks. Our task was to identify a compelling product and value proposition for the bank's customers.

Two designers from Today sharing a laugh with clients. They're standing in front of a wall with printouts of their work.

Open ideation sessions were facilitated, where customers, subject-matter experts, and ANZ stakeholders contributed ideas and insight. Knowledge and concepts were mediated through low and medium fidelity prototypes that were regularly iterated upon.

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People give what they do for their own reasons. Their reasons might be very valuable, but to someone else looking out, they mightn’t see any point in it...

Research participant

Deep conversations

We conducted long-form, in-depth interviews with 18 people to understand their relationship with giving. They ranged from established, highly strategic philanthropists, through to those who were quite spontaneous with their giving.

The research uncovered some fascinating insights – notably that the connection between a person's giving habits, to their values, to their sense of self, is quite short.

Insights and principles

When reflecting on their approach to giving, people map back to an internal frame of reference. This frame of reference is as unique as the individual and as extensive as their life experience.

Giving is a very private activity in Australia, so it's difficult for people to understand what a 'normal' approach to giving might be.

Two designers from Today presenting work to clients
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A shared project space enabled everyone to work as a single, multidisciplinary design team – from strategists, technologists, and designers from Today; to ANZ stakeholders, subject matter experts, philanthropists and everyday givers.


Our lead product was designed to create a conversation between bankers and their customers.

We used paper prototyping to rapidly iterate and test concepts, both with customers and ANZ staff. We then built low-fidelity digital prototypes to validate the interaction systems, before iteratively refining to a finished product. 

A designer from Today presenting work to a client. He's pointing at a wireframe sketch.
A photograph of an iPad with a high fidelity prototype showing


The final product allows customers to reflect on the values they hold most important, then develop a giving pledge based on those fundamental values.