About the project
Natwest was undergoing a digital transformation. Branches were given a sleek modern makeover and staff had been equipped with iPads.
The bank wanted to create an iPad app that made it easy for staff to explain insurance and banking products to customers. It had to be interactive, engaging, and would replace the assortment of leaflets, brochures and printouts currently used.
I led the user experience and design of the app.
Newly refurbished branches have a clean contemporary feel.
Research
I visited branches in Leeds and London to understand the customer experience. I wanted to explore how staff talked to customers about insurance. Where did conversations take place? Were these formal appointments? Did staff follow a script? How did they use supporting materials? And what if customers had questions they couldn’t answer?
Findings
Conversations took place in small meeting rooms across a desk. They didn’t appear to follow a consistent format and varied significantly from one meeting to the next.
Staff relied heavily on a summary sheet that provided an overview of all products. When customers asked questions not covered in the summary (which they often did) staff were left scrambling for answers. They looked online, scanned printouts and even left the room to ask a colleague.
The desk often ended up cluttered with brochures and leaflets.
This all added up to an inconsistent customer experience. The result of staff not having all the information they needed in one place.
Summary of research findings.
UX challenges
Research highlighted four key functions the app needed to perform:
1. To be the single point of reference for all product information – doing away with paper clutter.
2. Provide a structure for conversations about insurance. This would give staff confidence and help them offer a more consistent customer experience.
3. Function as a presentation tool – explaining the features and benefits of each product.
4. Act as a technical resource – providing answers to common questions.
With these points in mind I began by creating a template structure for each product within the app.
Template structure for each product.
UX solutions
I developed the wireframes into high fidelity visual designs.
Single point of reference
The app provides access to important product information in one place, doing away with brochures and leaflets and helping to keep offices clutter free. Everything customers expect from a modern bank.
Key product information is presented as ‘modules’.
— PROJECT NAME
Name
— ROLE
Role
— DATE
Date
Structured conversations
Each module follows a logical format that gives some structure to product conversations. Presenting the important points as short bullets gives staff something to talk around and means they don’t have to worry about forgetting key details.
Conversations follow a logical structure.
— PROJECT NAME
Name
— ROLE
Role
— DATE
Date
Bringing content to life
This is where the app comes into its own as a presentation tool.
Interactions and visuals make it easier to explain important concepts and encourage more engaging conversations.
Explaining difficult concepts in presentation mode.
— PROJECT NAME
Name
— ROLE
Role
— DATE
Date
Answers always at hand
We researched the most commonly asked questions and presented them as a neat FAQ module. Staff no longer need to scramble around for information and customers are more likely to get the right answer first time.
Common questions module.
— PROJECT NAME
Name
— ROLE
Role
— DATE
Date
Accurate and consistent information
Brand fonts, colours, and tables present information in a consistent way – an improvement on the current approach that uses a variety of styles and formats.
Tables for 1. home insurance and 2. breakdown cover. Info presented in a consistent way for all products.
Outcomes
After a successful six week pilot the app was rolled out to all UK branches.