Closing the Empathy Gap: Human-Centred AI Strategy for Commonwealth Bank

Project Overview

This project explores how AI-powered customer support at Commonwealth Bank (CBA) can evolve beyond transactional efficiency towards a more emotionally intelligent and transparent experience. Although CBA leads in digital banking, its chatbot interactions risk feeling impersonal and opaque.

The strategy proposes a human-centred AI solution that integrates emotional design, explainable AI (XAI), and inclusive service thinking. Leveraging technologies such as Natural Language Understanding (NLU), sentiment analysis, and behavioural UX analytics, the aim was to enhance trust, reduce friction, and deliver a more accessible and empathetic customer experience.

Context
Research project completed at the University of Sydney (USYD), 2025.

My Role:
UX/UI Designer, Design Researcher

Tools Used
Figma

Outcome
Strategy report, chatbot UX prototypes, personas & customer journey mapping

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Reflection

This research project has helped me stay up to date with developments in the design industry, particularly the expanding role of AI and the meaningful contribution designers can make in shaping its integration within organisations. It has reinforced my belief that thoughtful, human-centred design is essential for addressing many of the challenges AI presents, especially in building trust, reducing friction, and delivering empathetic user experiences.

Throughout the project, I explored a range of emerging technologies and gained a deeper understanding of how advanced digital systems can enhance organisational outcomes, from customer support to broader strategic innovation. Ultimately, it affirmed the importance of designing not only for functionality, but also for emotional connection, accessibility and ethical responsibility in digital transformation.