As Australia’s first industry super fund, LUCRF Super is no stranger to leading the way. When it partnered with Luminary to rebuild its website, LUCRF Super’s vision was more than just a new site. True to its philosophy of always putting members first, it wanted to completely redefine the industry benchmark for online user experience. The foundation of this approach was a 3-month discovery engagement led by Luminary (in partnership with innovation consultancy Our Very Own) – encompassing competitor analysis, comparator reviews, heuristics analysis, immersion workshops, stakeholder interviews, user testing, and external research with members and employers. From a user experience perspective, one of the hallmarks of the LUCRF Super website is its elegant simplicity. But it is the level of complexity and attention to detail under the hood that have made such frictionless UX possible.