Transforming identity verification at Optus
Overview
Led the CX and service design of Optus’ biometric identity transformation, replacing fragmented verification experiences across digital, retail and contact centre with one app-led service. Working across 10+ teams and alongside Mastercard, the program balanced customer experience with complex fraud, compliance and technology requirements.
Role: CX Lead
Focus: CX Strategy · Service Design · UX · Customer Research · Cross-functional Leadership
The Challenge
Identity verification had evolved independently across digital, retail and contact centre, creating inconsistent experiences, repeated checks, manual workarounds and significant fraud and compliance risk.
The challenge wasn’t simply redesigning a digital flow. It required redesigning the service across customers, frontline teams, processes and technology while aligning stakeholders with very different priorities.
The Solution
Built an end-to-end view of the verification ecosystem through customer research, contextual observation, touchpoint analysis and workshops across fraud, legal, infosec and frontline teams.
This informed a single app-led verification experience, accessible from any channel through a universal QR trigger. Progressive disclosure, clear trust signals and purpose-built fallback journeys simplified the customer experience, while redesigned retail and agent workflows created a consistent service behind it.
Results
One seamless process
1,000+ biometric verifications in the first two weeks following rollout. One governed verification service replacing three, creating greater consistency across digital, retail and contact centre.
Scalable automation
Reduced reliance on manual identity checks, simplifying interactions for customers and frontline teams. A scalable cross-channel service model designed around customer experience, fraud prevention and compliance.
True transformation
A new model for cross-functional transformation, subsequently used as an organisational template for complex multi-channel programs.
Highlights
Led CX across 10+ cross-functional teams, aligning product, digital, retail, contact centre, fraud, legal, compliance and technology to deliver a unified customer experience.
Partnered with Mastercard to roll out biometric identity verification across Optus, transforming three fragmented channel experiences into one governed, app-led verification service.
Applied customer research, service design and market benchmarking to shift verification from a compliance-driven interaction to a clearer, more trusted customer experience.
Represented CX across executive and external stakeholder groups, regularly presenting experience strategy, direction and recommendations to the CEO and senior leadership team.
Project Highlights
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Led CX across 10+ cross-functional teams, aligning product, digital, retail, contact centre, fraud, legal, compliance and technology.
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Partnered with Mastercard on the rollout of biometric identity verification across Optus.
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Redesigned three fragmented channel experiences into one governed, app-led verification service.
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Used customer research, service design and market benchmarking to shift verification from a compliance interaction to a clearer, more trusted customer experience.
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Represented CX across executive and external stakeholder groups, regularly reporting experience direction to the CEO and SLT.
© 2026 Francesca Tschuchnigg