Rethinking the account experience
Despite a successful redesign, most customers still used the app transactionally.
They checked balances and left, missing features designed to add value.
The problem
The account experience prioritised speed over depth.
Navigation separated reassurance from discovery. Customers could complete simple tasks quickly, but struggled to find anything beyond them.
As a result:
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Feature discovery was low
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Engagement with value-adding propositions was limited
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The app underperformed as a driver of deeper customer relationships
The hypothesis
We believed the issue wasn’t demand, but how the experience was structured.
Reassurance
Clearer account information and richer context would reduce uncertainty and help customers feel in control.
Discoverability
Improving navigation from summary into richer account views would help customers find relevant features naturally.
Engagement
Grouping and presenting content more meaningfully would encourage customers to explore beyond single tasks.
What changed
We moved from a flat, transaction-led summary to a structured account experience that connected information, actions, and features in one place.
This included:
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Introducing grouped account summaries
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Creating richer account views with contextual information
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Aligning related actions and features within the natural flow of usage
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Using familiar interaction patterns to reduce friction
The goal wasn’t to add more. It was to make what already existed visible, relevant, and connected.
The shift
This was a shift from designing for tasks to designing for engagement.
Instead of optimising for speed alone, the experience was designed to support understanding, exploration, and action within the same journey.
Impact
The change fundamentally shifted how customers used the app.
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Feature discovery increased by up to 250%
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Engagement with propositions increased by up to 240%
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99.99% of users reported no difficulty finding key account information
Customers moved beyond simple transactions into deeper, more valuable interactions.
My role
I led the experience direction, shaping how accounts were structured, navigated, and surfaced across the app.
This included:
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Defining the hypothesis and experience principles
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Leading cross-functional alignment across design, product, and engineering
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Ensuring the solution balanced usability, clarity, and commercial impact at scale
Impact in practice.
This work changed how customers use the app and how the business grows.