Synopsis​

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NatWest bank provides financial products and services for loans, overdrafts and credit cards to customers across their separate brands - NatWest, Royal Bank of Scotland and Ulster Bank.

 

Initially my first task was to gain familiarity of the current customer journeys across the products and brands. I quickly discovered that there was an issue to see end to end customer journeys without going through the steps on the live platform. By not having clear user journeys it is very difficult for stakeholders to make decisions and highlight pro's and con's of the journey.

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I suggested to the program manager that a macro view of the journeys would help us ideate and brainstorm in number of ways;

 

• Cross reference analytical data across pages/screens to highlight pain points and drop out areas, and gain an overall customer sentiment for the journey. 

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• Ability to look at journeys side by side to see where one product offering might outperform another.

 

• Ensure we are using the same journeys across NatWest, Royal Bank of Scotland and Ulster Bank whilst identifying any duplication, repetitive or conflicting information is optimised.

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• Highlight where teams could optimise journeys in terms of customer inputs and therefore reduce friction and pain-points.

 

• Better align copy-write and visual design across marketing pages and app.

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Whilst this exercise has many benefit's, the product teams and product owners were able to better align and work without silos and contributed to building out consistent UX requirements which feed into the product roadmaps. 

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In parallel to this analytical work, I created designs and prototypes based on new business requirements and worked with the copywriter and legal team to make sure messages and designs were legally compliant. Designs and prototypes were reviewed by stakeholders and fed into the Sprint cycles.

 

I ensured that requirements were replicated to build solutions for the three bank brands, with some modification due to localisation for Scotland & Ireland. Developer output was always signed off before launch.

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Whilst working within the delivery of products, I was also responsible for connecting with the brand team and HCD to report back and present the next evolution for brand and marketing updates. This was important to quantify future changes and future work for the marketing web pages and apps.

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