Working with the UK’s most popular building society to create a website that reflected it’s unrelenting dedication to straightforward, customer service
After a successful pitch, Nationwide engaged us to redesign their UK website.
Nationwide is well known for its pragmatic approach to customer service and the website needed to reflect this. In addition, as a key channel that is actively and successfully managed for both acquisition and servicing customers, Nationwide required an entire design system through which they could build and evolve customer centred, personalised experiences.
We worked with Nationwide to understand key journeys covering both product information and help and advice content and devised an information architecture and method of navigation that was simple and intuitive. We worked with familiar patterns to build a sense of transparency and trust and focused on allowing customers to stay in control of their experience at all times. As a design team we knew we had to rely on fundamental interaction and way-finding principles so extra time was taken to ensure the client understood why we were taking this approach and how this was ultimately best expression of the ‘On your side’ brand promise.
This redesign would also see some key elements of the UI move place such as the log on button. Although a small, simple part of the overall UI, the decision to move this also needed careful management to protect the needs of customers. To help with this, we created bespoke pre-launch communications in the form of short animations that were deployed on the existing website and social channels prior to any change taking place. This helped manage customer expectations and was met by customers with gratitude and praise.
During this project I undertook many different tasks including acting as design lead, requirements gathering, user experience auditing, ideation, wireframes, high-fidelity UI design and design critiques.