Products and Tools redesign

Improving the discoverability of TSB’s products, with a refined interface, strategic user experience improvements, and CMS (content management system) implementation to deliver nimbler updates.

Role
UI Designer
Design System Manager

Industry
Banking

Timeframe
2023 — 2024 (6 months)

The vision

Context

The Products and Tools section was first launched in 2022, and had largely been left untouched since its introduction. With the organisation’s shift towards Agile, this project provided us with an opportunity to implement a content management system. Our goal was to allow for updates outside of scheduled release cycles, so that content changes could be made when required, and to enable teams to run test and learn activities.

The redesign allowed us to set the stage for future customer personalisation. Namely the ability to use our analytics software to deliver a curated Products hub: a list of products and articles unique to each customer, depending on how they bank with us and use the app. This is the first phase of an ongoing personalisation initiative.

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.

First month results:

90%

increase in engagement with the Products tab

10,000+
users exploring the new Discover tab

78,000+
visits to Products and Tools

102,000+
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

The first phase of the Discover tab launched in July 2024.

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

The CMS-powered Products hub allows us to drive user attention where the business desires it. 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.