We took the key learnings from brand workshops we’d run and combined them with design themes that came out of customer research. This created a customer-centric design system with a focus on clarity.
This gave us the building blocks from which to build the final designs. We then started sketching and building lo-fidelity prototypes, validating each with customers.
Testing early meant we got valuable user feedback without over-investing in detailed design. It meant we could experiment, knowing the prototypes could be easily changed.
Below are some of the final ideas we adopted to meet the customers' need:
- No small print with charges explained clearly upfront
- Quick comparisons to easily differentiate between products
- Clear definition of banking terms
- Simple guidelines on eligibility to apply for products (edited)
- The exclamation mark is useful, they let you know when you will be charged.
- Definitions are very helpful, explains all the financial jargon.
- It was easy, straightforward, not long winded.
cxpartners worked with us to create a bespoke, flexible design process. This engaged the Bank’s various functions at the right time, before committing to detailed design.
An organisation's Net Promoter Score (NPS) typically drops by 15 points on the release of a new site as customers become familiar with new journeys. However, for The Co-operative Bank the NPS score revealed a 5.9 point increase in satisfaction, giving a near 21 point increase above expectation.
Current account page visits from the home page have grown by 325% per week since launch, and overall visits to the current account page have increased by 88% – supporting the key business goal of driving account openings.
In line with the goal to drive lending and borrowing products, credit card page visits from the home page have increased by 149%. Strikingly, some credit card applications have risen by as much as 90%.
All product links have attracted significantly more clicks, and successful application journeys have increased. Channel specific increases have occurred, particularly through the mobile channel which shows a 4% increase in traffic since launch.
Overall, bounce rate has improved, especially for tablet and phone, as has exit rate.