Designing a fresh, user-first approach for MYOB
— Brenna Watson-Paul, Strategy & Creative Lead, Avion Agency
MYOB is a leader in accounting and business management software. As part of a brand-wide digital transformation, Avion led the content strategy and execution of a new product discovery journey.
There are businesses that know exactly what they need from business management software, and then there are those that need a nudge in the right direction.
MYOB needed to help this second group discover and understand what’s possible with MYOB financial software.
The goal? Engage business owners who need extra guidance when choosing a software partner.
Avion developed content that simplifies the path to purchase through an education-first approach.
Through ‘I want to’ pages, MYOB can guide specific customer segments from discovery through to consideration, helping them understand which products and features best meet their needs.
Working closely with product owners, designers and UX researchers, Avion consolidated the many capabilities and features across MYOB’s product range into clear, digestible information that broadened and strengthened the brand’s online sales funnel.
MYOB’s product capabilities were already discoverable through existing feature pages. These pages dive deep into the many features within an arm of the MYOB product. This journey is built for customers who have a solid understanding of what they need from business management software.
We needed to speak to an audience that didn’t always know the ins and outs of what’s possible.
They need extra support to understand their responsibilities, how MYOB can help and the value it brings to their business and everyday life.
MYOB is an energetic brand and doesn’t mince its words or complicate its messaging. So, together we opted for a simple navigation message.
I want to…
Seeing this as a prompt to explore, customers can discover MYOB based on their core needs, whether they want to get paid, manage tax, pay employees and more.
User testing led our decision-making across the project. Avion was closely involved in testing different content layouts and messaging approaches, allowing team-wide understanding and agreement on strategy.
Avion identified a number of core customer concerns, all revolving around the importance of one thing when running a business: time.
Through this understanding, we developed a messaging strategy that emphasised MYOB’s role in giving business owners back time, while helping them gain greater control over how they run their business.
Relevant Australian and New Zealand statistics helped build awareness and understanding of where time is lost when running a business. We supported this with simple, engaging messaging that showed how MYOB helps business owners reclaim time and gain greater control over how they operate.
From full website migrations that bring purpose and vision to life to turning complex research into landmark national conversations, we help organisations transform complexity into clarity and impact.
Our hot takes, straight to your inbox
Subscribe and join hundreds of readers just like you.
