Jessica Brown • Senior User Interface Designer
Products and Tools redesign
Implementing a CMS and uplifting the user experience to improve engagement by over 90%
Skills
App Design
Design System
In house
TSB
TSB
Role
Lead UI Designer
Year
2023 — 2024
The Vision
Context
The Products and Tools section was first launched in 2022, but its design hadn’t been revisited as TSB’s offerings grew. We used this project as an opportunity to:
- improve its information architecture
- implement a content management system to enable easier updates in future
- give heavily used design system components some much needed TLC
Problems to address
The main problems we aimed to address in this redesign were to:
- improve discoverability of the current account features and other products - our data showed that the single column layout gave all items above the fold an unfair advantage
- make categorisation or products and tools clearer
- make entry points into products more purposeful
- provide the business with the means to respond faster to app defects, regulatory changes, and internal marketing campaigns
- reduce the cost to the business with updating and maintaining this section of the app
- address gaps in our analytics - due to tech debt, we had no way of measuring how users interacted with Product and Tools and most importantly, where they dropped out of journeys
Measures of success
Armed with NPS results, we anticipated that a redesign would be well-received by our customers based on survey feedback and app store reviews. As we didn’t have existing analytics to compare against, we measured the effectiveness of the redesign against:
- increase in taps into Products entry point from the Home screen
- growth in app store ratings
With analytics now implemented, we’re able to measure the redesign’s success through weekly number of taps into Products and Tools and through the growth of engagement. We’ve also used the live data to test layout changes and nudge customer behaviour towards opening new products and engaging with the recently launched My Rewards service.
Within the first month of the newly redesigned Products and Tools we saw
90%
10,000+
users exploring the new Discover tab and reading the articles within
users exploring the new Discover tab and reading the articles within
78,000+
visits to Products and Tools
visits to Products and Tools
102,000+
visits to the new My Rewards tile on the Home screen
visits to the new My Rewards tile on the Home screen
Easier to update than ever
I created 13 new components that could be fully customised and reorganised directly within the CMS, as well as new page templates for future product launches or campaigns.
This has simplified the process of updating and maintaining the product listings and product landing screens, allowing the business to respond to legal and regulatory changes outside of restrictive app release windows.
An added boon to this implementation has been empowering designers and stakeholders across the business to make strategic decisions quickly. Using these new components and templates, we are able to iterate and enact customer feedback without impacting app releases or requiring developer effort to launch.
Discover tab introduced to increase user engagement and encourage money confidence
For future phases, we have a library of articles prepared to go live throughout the year and address seasonal financial trends (such as back to school and holidays), upcoming campaigns, and fraud awareness. We’ve also been able to highlight existing tools that previously suffered from low engagement due to lack of visibility, like the mortgage and overdraft calculators.
Driving engagement to key strategic areas with in-app marketing campaigns
Alongside existing in-app marketing banners, we can utilise the newly introduced components and templates to switch on and off marketing campaigns overnight.
Early testing data has been positive for our upcoming current account switcher campaign, and we’re anticipating great engagement through a combination of Products hub and homepage promotion.