Natwest

Client

NatWest

Project

Product page website redesign

My role

Senior UI Designer

Objective

As part of a wider digital brand refresh, NatWest wanted to re-design their current account product pages to reduce the overall page length, and the overwhelming amount of content on the page.

The problem

The previous design exposed all of the page's content on the initial load, resulting in an overwhelming amount of content for customers to read through. Customers had to work overly hard to find the information they were looking for, and the pages were looking visually flat and very dated.

My role

This was a hands-on UI role where I was responsible for redesigning the current account product pages.
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Working as part of a cross-functional team including product owners, BAs, UX designers and developers.

I was also responsible for working closely with the offshore development team to ensure the designs were built to design specifications.

Outcomes & impact

Introducing accordions dramatically reduced the overall page height, and enabled customers to deep dive into content that was relevant to them, as and when they needed it.
Improved the hero section by making the key account benefits clearer, so customers can quickly learn what the account benefits are, as well as making the monthly cost more prominent.
Improved the vertical rhythm of the page and made the content more visually appealing.
Introducing photography and graphical elements made each section less text-heavy.
Introduced a mobile-first approach to the designs.