Compare Club
Head of Customer Experience
2024 · Sydney, NSW · Financial Products
Who Compares the Comparers? Redesigning Trust in Insurance
The Company
Compare Club is an Australian financial comparison platform helping consumers compare insurance, energy, and financial products. The business model relies on converting research traffic into completed purchases — but users often compared on the platform and then bought direct from the provider.
The Context
Trust deficit, not funnel leakage. The business saw disintermediation as a conversion problem. Through research with two behavioural segments, I identified 40+ drivers and synthesised them into five themes that reframed the strategic direction — from sales intermediary to trusted financial advisor. That shift informed every product decision that followed, from Club+ to acquisition flows to internal tooling.
My Role
As Head of Customer Experience, I led a team of up to 7 and owned the end-to-end redesign of Club+ — transforming it from a file-upload page into an insight-and-action-driven financial wellness experience. I designed the Confidence Score to turn complex assessments into clear next steps, and standardised the acquisition funnel to a single-question-per-page format. I introduced continuous discovery through Askable, ran heuristic evaluations, created Vision Types (12-panel narrative prototypes adopted organically across teams), and vibe-coded an internal analytics app consolidating Mixpanel + Tableau.
My CPO described me as "a rare combination of innovator, customer champion, and team builder."
CASE STUDIES
Disintermediation
Diagnosing disintermediation in insurance comparison platforms and reframing the product around trust and user autonomy.
Personas that Work
How I used intent-specific personas to move Compare Club away from feature-led and segment-led thinking, and toward more honest, value-driven design decisions.
Vision Types
A lightweight storytelling format that helped teams explore product strategy across a fragmented organisation.
ENDORSEMENTS
“Edgar is an outstanding UX and CX leader, and a passionate advocate for both customers and teams. He is a deeply supportive mentor and coach, particularly for emerging and growing UX/CX talent, and consistently creates an environment where people can develop, stretch, and do their best work. Edgar is also highly forward-thinking - always exploring new tools, emerging technology, and more efficient ways to conduct discovery and deliver impactful solutions. He brings creativity and energy to product vision, whether through videos, storytelling, role play, or innovative formats that make ideas tangible and inspiring. Beyond his craft, Edgar is a leader who brings positivity, curiosity, and momentum. He is often the life of the room, while remaining grounded in customer needs and real outcomes. Edgar is a rare combination of innovator, customer champion, and team builder, and I would wholeheartedly recommend him and welcome the opportunity to work with him again in the future.”