Overview
Research indicated challenges with the comparison table in current account switch journeys, prompting concerns about its utility in other contexts. Mobile users, who represent the majority of table visitors, are least likely to return. In switch journey research, the table was identified as hindering easy account comparison due to the transition the table to selecting an account not being intuitive.
Discovery
Collaborating with insight experts and using tools such as Contentsquare to analyse data such as ‘Attractiveness’ and ‘Exposure rate’ highlighted the need for a mobile first approach with a significantly higher number of unique visits from mobile devices, and only 40% of them returning. It was also important to conduct competitor research and analysis to see how other banks offered the ability to compare accounts to customers.
Creative workshop
Leading a Crazy 8’s workshop with numerous colleagues allowed a diverse team of individuals to brainstorm rough ideas. Encouraging open and honest conversation so we could vote on ideas and prioritise them for consideration during lo-fi wire-framing. Lo-fi sketches were created at pace visualise ideas and gather feedback from the wider team.
Design and prototype
I was able to start producing hi fidelity mockups while considering how new components would be implemented in to the Nationwide Experience Language. Using the design system as a basis to ensure a consistent cross-platform approach helped me to ideate quickly and gather feedback from various key stakeholders. Considering accessibility throughout this process meant that any new components were given extra consideration to ensure they had sufficient supporting elements for users of all ability. In particular, the introduction of navigation arrows on mobile benefited from a pagination label so that visually impaired users could navigate easily when using screen reader technology.
After collaborating with a content designer to refine the solution, a fully functioning mobile prototype was created in Figma to enable user testing. Only 2 current accounts were interactive in the prototype due to tight deadlines so I made sure that the prototype reflected the desired functionality for the most accurate findings.
Moderated user testing
To conduct a round of moderated user testing, a handful of users were identified based on their age and location and given the task of finding and comparing information from two current accounts . Throughout the task they were urged to comment on their initial thoughts, and their expectation during each interaction. To conclude the test, a UX researcher asked a series of questions about the overall usability of the tool.
Conclusion
The user test proved successful and there were a number of key takeaways that provided good insight to help progress the design. A number of participants showed concerns about the level of account detail shown and how it didn’t actually help them understand what was included. An alternative component was selected that features an image, and higher character count which helps users understand each account and identify them more quickly.
All participants could navigate to the required information and compared accounts easily, and although a few were expecting to see 2 accounts side by side, it was important to ensure legibility at smaller screen sizes and not compromise usability.
By taking a data and insight led approach, the proposed solution is functional, easy to use and scalable across multiple areas of the business.