Combining keen attention to detail with an end-to-end product analysis, I added £1.5 million to the Barclays mortgage book with minor UX improvements.
Responsible for Barclays' Online Rate Switching product, I mapped out the customer journey and measured the associated product funnel, which showed an overall conversion of 62%. A side-by-side analysis of the two showed 2 simple UX changes that could increase conversion by up to 12% — removing a duplicate step, and simplifying the copy associated with a compulsory regulatory checkbox.
Delivering any change in a large regulated financial institution is complex and takes time, no matter how small the change. But with a few tactical conversations, and an equally motivated colleague in the technical team, I got the change released to the secure website within 2 months of finding the opportunity. (Trust me — in a big bank, that's fast.)
Over the next three months I monitored the revised journey, and conversion increased by 10%. With more customers completing the online switch of their mortgage, an average of £30,000 was being added each week to Barclays' mortgage balance.
Simple changes shouldn't be overlooked — they are easy to find and often have a big impact. Product diagnostics are a powerful place to start, helping you uncover where impactful changes can be made.
Combining keen attention to detail with an end-to-end product analysis, I added £1.5 million to the Barclays mortgage book with minor UX improvements.
Responsible for Barclays' Online Rate Switching product, I mapped out the customer journey and measured the associated product funnel, which showed an overall conversion of 62%. A side-by-side analysis of the two showed 2 simple UX changes that could increase conversion by up to 12% — removing a duplicate step, and simplifying the copy associated with a compulsory regulatory checkbox.
Delivering any change in a large regulated financial institution is complex and takes time, no matter how small the change. But with a few tactical conversations, and an equally motivated colleague in the technical team, I got the change released to the secure website within 2 months of finding the opportunity. (Trust me — in a big bank, that's fast.)
Over the next three months I monitored the revised journey, and conversion increased by 10%. With more customers completing the online switch of their mortgage, an average of £30,000 was being added each week to Barclays' mortgage balance.
Simple changes shouldn't be overlooked — they are easy to find and often have a big impact. Product diagnostics are a powerful place to start, helping you uncover where impactful changes can be made.