Kate Harris

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I was lead designer on the 'Key Customer Journeys' project which aimed to target different user segments by tailoring the relevance of the information based on whether the users were new to bank or existing customers. The above mock ups show two different designs (produced in photoshop) for the Current Account landing page. One design focuses on retention of existing customers and the other focuses on acquisition of new customers. Throughout this project I played a pivotal role in driving forward transformational creative change and providing our first personalised Current Account experience which resulted in a 14.88% uplift in conversion for new to bank customers and a 15.63% uplift in upgrade applications in comparison with the old designs (within a three week period).

I was lead UX designer on the CAPPA project which aimed to introduce the new Current Account product range throughout the site. My role was to identify all areas which needed updating and to improve existing designs. Here is a mock-up example of the much improved comparison table which presents the benefits of each of the new accounts in a user friendly comparison table.

New Product pages New product page designs also implemented as part of the Key Customer Journeys project resulted in a 11% uplift for total Current Account apps completed and 13% uplift for total Select apps completed.

Current Account Finder I was responsible for designing the decision logic, user journeys in Visio and then producing pixel perfect mockups of the current account finder. The user is prompted to select the type of account they are looking for and is reminded of the additional account benefits they get when banking with NatWest. Clear visual feedback is provided to show the user which steps they have completed and which steps are next. The user is then prompted to select the types of benefits they would be interested in, if any. Again they are reminded of the benefits of banking with NatWest i.e. the fact that they can access emergency cash. The final step presents the accounts that are relevant to the users' selections. These accounts and their benefits are presented in a format which is easy for the user to compare. The user can then click through to the product page for each of the individual accounts.
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