1. OVERVIEW
RBS NatWest appointed SapientNitro as its lead experience design agency around the time of 2015. I worked in a large account team to provide design services across projects which included loyalty reward current accounts, as well as tools for account opening, mortgages intention to lend, borrowing, overdrafts and ISAs.
2. PROJECT DETAILS
The Project
Client: RBS NatWest
Sector: Personal Banking
Project: Loyalty Current Accounts
Date: 2015
Employer: SapientNitro
Objectives
Develop a clear online marketing proposition for competitive loyalty reward current accounts, for both new and existing customers, in order to drive up acquisitions, slow down attrition and generate profits from main transactional account banking
Problems
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Sharp decline in current account acquisition
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Sharp increase in current account closures
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Sharp decline in main transactional account customer profitability
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Negative perception in market place concerning reputation, service, fees and customer satisfaction
Results
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Explainers about reward accounts
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Creation of a household bills reward calculator
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Comparison table for current accounts
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Support for switching, changing and opening reward accounts
Challenges
Some of the key challenges included:
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Clearly comparing current accounts and their features across wide to narrow screen interfaces (Laptop to Mobile)
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Challenges of selling packaged accounts
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Explaining the mechanics of rewards
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Explaining the benefit of paying for reward accounts but receiving rewards
My Role & The Team
My role: UX Design Manager
Team: UX Designers, Visual Designers, Copywriter, Creative Director, Project Manager
3. APPROACH
1. Research
To gain insights into the problems to be solved we carried out research across a range of areas: competitor reward accounts like the Santander 123 account; loyalty schemes like Nectar; we visited a NatWest call centre to speak to call handlers and listen-in to customer calls; and we interviewed bank branch managers.
Comepetitor Reward Accounts
Loyalty Schemes
APPROACH
2. Mapping
I led the mapping of journeys to understand reward account proposition touchpoints and their inter-connections with different customer types involving NatWest's online marketing, NatWest's personal banking website, and NatWest's online banking service.
Comparison of Current Accounts
Reward Account Details
4. DESIGN
1. About the Reward Account
We created and prototyped a range of customer-facing designs for NatWest's personal banking webiste. These included: current account comparision tables, explainers about reward accounts, a household bills reward calculator, current account detail pages including support for switching, changing and opening reward accounts.
DESIGN
2. Calculator: Wireframe Designs
I led the design of wireframes to bring to life our concepts for the journey and experience of using a calculator to help customers understand how they could be rewarded for using a loyalty current account for paying household bills.
Start
Select Bills
Spend on Bill
Supermarket Spend
Potential Reward
DESIGN
3. Calculator: Branded Designs
The UX team worked closely with the Visual Design team to translate the wireframes into NatWest branded designs in readiness for user testing and front-end development.
Start
Select Bills
Spend on Bill
Supermarket Spend
Potential Reward
5. USER TESTING
Approach
I laid the ground work for preparations for user testing of the proposition designs which included reward explainers, reward calculator, reward suppliers, and conversion enablers e.g. switching, setting up direct debits, reward activation.
NATWEST
Reward Account
