Working as Head of Customer Experience for True, I helped take Wealthify, a new online investment service, from pitch to digital award winning user experience.

Wealthify were looking to democratise investing by making it effortless and affordable – so that everyone can access the higher returns that are possible by investing. They wanted to be the:

Easier and smarter way to invest.

We knew from other financial products that faced with complex investment decisions, people find it easier to do nothing. We needed to change this behaviour by embracing complexity and making it effortless. The UX problem to solve became how to:

Do that hard work, to make users feel smart.

Doing the hard work wasn’t just about making complex investing easy. The experience needed to be immediately engaging and empowering. It also needed to be playful in order to motivate users to take the next step. The Create Your Plan page embodies the UX approach. People can quickly and easily make decisions, and see the results. By seeing the effect of their decisions immediately presented to them, users learn as they play.

Although still in it’s infancy, our differentiating Wealthify user experience is already winning awards against household names like LV and Nationwide. Critically, it is well on its way to achieving its ultimate goal of giving more people the confidence to move from cash savings to investing, which makes their money work harder for them.

The combination of a noble idea, a truly innovative product, and the collaboration of the talented people at True and Wealthify has created a best-in-class customer experience.

 

Awards

UK Digital Experience Awards 2016

Digital CX innovation

Financial Services

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We’ve just completed the website design of an e-commerce site for Bristol based software development house, Koan. They asked us to work with their talented in-house developers to bring their new brand for Bath & Unwind to life online. We started with their business, which is international, and the goals of the site. We then interrogated the site analytics, before redefining the checkout process; the heart of the site.

We brought before unseen customers to life using personas, which we validated through call centre listening, site analytics, stakeholder interviews and international user testing.

Next we defined the framework of the site, which started as rough sketches, focusing on content and mobile first. It grew to involve a new faceted navigation system to better organise and find the tens of thousands of products on offer.

We then moved quickly into visual design, whilst simultaneously prototyping in the browser to see how it would work on various device screen sizes. We periodically tested the prototype with real users, before finalising the design. We are super excited to see it live!

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Asked to redesign the user experience of the Quote & Buy process with a focus on ease of use, reduced drop-out at key points and increased conversion, we started by spending many weeks with Hiscox actuaries to understand every aspect of the current process.

We then tested the process with customers to identify any issues they were having and to see their reactions to competitor quote and buy processes.

Knowing where simplification needed to be applied, we redesigned the process from start to finish and applied best practice form design principles.

By the end we had reduced the number of questions customers were being asked by one third. No mean feat given that, when asked initially, we were told that all questions were essential.

Key project successes:

• Click to quote conversion increased by 10%
• Increased SEO ranking
• Improved click through by introducing landing pages
• Improved PPC marketing
• Quote to sale increase

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Working with Cofunds, until recently the UK’s biggest independent financial platform, we created a digital blueprint of the platform, which delivered on their brand promise of Making Investing Easy.’

We first needed Cofunds to understand that this was a marathon, not a sprint. We began with their organisation, as we already knew their products. We performed stakeholder interviews and spent time listening in their call centres – a treasure trove of customer and company insight. We then created personas of their customers, before collaboratively creating the Customer Experience (CX) Strategy:

If the Cofunds platform is . . .
Concise, helpful and puts users in control
We will deliver on the Cofunds brand promise:
‘To Make Investing Easy’

Armed with this  strategy we designed and user tested key elements of the platform, many aspects of which are in used today.

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Somewhereto is a Big Lottery and Nesta funded initiative in partnership with Youtube. They uniquely link young people from 16 – 25 to free spaces to help get their ideas off the ground for FREE, through regional co-ordinators.

Livity, a youth marketing agency running the initiative, wanted to know where they should spend their money to increase engagement with users? We started by running a co-creation workshop with ten 16 to 25 years old. They told us that for Somewhereto to be ‘credible’ they needed a website. They were full of ideas on what the website needed to do for them.

With this knowledge we audited the myriad of content they produced on various platforms. We next ran a content workshop and created a content strategy, which we based the site structure on. Taking a mobile first approach, we next sketched out key pages of the site, before quickly prototyping these pages in code and testing them with more young people. We did this process twice before finalising the visual design and launching in February this year.

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