Redesigning Products and Tools: Increasing user engagement by 90% through UX/UI improvements

Uplifting the user experience with a refined interface to deliver a personalised products listing for customers. Designed to minimise future development effort with CMS and AEM integration.

Role
Senior UI Designer
Design System Manager

Industry
Banking

Timeframe
2023 — 2024 (6 months)

The Project

Context

First launched in 2022 and largely untouched since, the Products tab had grown overtime to incorporate in entry points for new products, account-specific features, cost of living support, and the launch of TSB’s loyalty program, Marketplace. The interface became cluttered and unruly, and we saw a trend towards lower engagement with entry points below the fold, as well as low awareness for new product launches or product changes.

Our primary goal was to implement a personalised list of products and account tools, unique to individual customers and informed by how they bank with TSB and use the banking app. This project’s success was the first step in enabling customer personalisation, as part of an org-wide initiative.

Challenges and constraints

This redesign aimed to address the following challenges:

improve discoverability of TSB’s banking products - our data showed that the single column layout gave all items below the fold an unfair disadvantage
improve the categorisation of products and tools, for customer clarification - original layout grouped product-specific features in the same list as banking products
provide the business with the means to respond faster to build defects, regulatory changes, and internal marketing campaigns
address gaps in our analytics - due to tech debt, we had no analytics specifically within the Products and Tools screen to detect how customers navigated the section, where they encountered errors, and where they dropped out of journeys

The team was tasked with delivering the redesign within 6 months, with designs delivered within 4 sprints. One of the hardest challenges was ensuring that stakeholders across products were onboard with our approach, as existing analytics showed high engagement with top listed products.

How we measured success

We anticipated that a redesign would be well-received by 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
in app customer feedback

With analytics now implemented, we’re able to measure ongoing performance through number of taps into Products and Tools, engagement with sales journeys, and ongoing engagement with the Discover articles. We’ve also used live data to test layout changes, by reordering the product listings when new products are launched or updated.

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

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.

Easier to update than ever

I created 13 new components that could be fully customised and reordered 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.

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.