Re-Architecting a Regulated
Switching Journey for Mobile
Transforming a dense desktop CASS flow into a cognitively lighter, mobile-first interaction architecture
without changing regulatory structure.
Design Brief
Following the comprehensive redesign of Nationwide’s mobile banking app to modernize authentication and navigation, the introduction of two new features — Account Show/Hide and Account Reorder — aimed to empower users to customize their dashboard experience on the homepage. These features enable users to hide less active accounts from their dashboard and reorder accounts to their preference for easier access.
Client Motivation
The client identified an opportunity to enhance user satisfaction by providing personalization options that allow users to control what accounts they see and in what order, streamlining their interaction with the app and reducing cognitive load.
Target Users
The feature targeted a broad demographic of banking app users aged 18 to 80 who actively use current and savings accounts. The intent was to appeal equally across gender and user proficiency levels while considering typical banking app usage patterns.
Research Insights
User testing revealed challenges in account discoverability, with average task completion times of 2 minutes 40 seconds to find accounts. Savings accounts were most commonly hidden by users to avoid temptation for spending. However, users initially misunderstood that reordering accounts affected category headings, highlighting areas for improved UI clarity. Confirmation screens indicating progress (e.g., “A of B”) were well understood.
Feature Spotlight: Digital Cheque Deposit (POC)
Goal: Enable users to deposit cheques digitally via the mobile app
UI/UX Considerations:
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Simple step-by-step capture process
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Clear confirmation and receipt post-deposit
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Help icons and microcopy to guide users unfamiliar with digital cheque deposits
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Mobile camera permissions and image quality indicators for clarity
Stakeholder Feedback:
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The feature was well received internally and appreciated for its potential to reduce reliance on branch visits and manual processing.
[Placeholder for visuals: Wireframes and final screens of cheque deposit flow]
Collaboration
The design process involved frequent standup meetings with the project manager and close collaboration with an onshore UX researcher. As the sole designer working on the feature, this enabled maintaining a consistent vision and rapid iteration through continuous feedback and teamwork.
Key Solutions
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Implemented toggles for show/hide functionality on accounts directly from the dashboard
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Enabled drag-and-drop or menu-based reorder of accounts to prioritize those most relevant
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Added microcopy and confirmation states to reinforce user actions
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Proposed inclusion of 'More options' icons and tooltips to enhance discoverability and guide users through new functionality
Outcomes
While quantitative metrics are still emerging, initial feedback indicates increased customer satisfaction due to the ability to personalize the app interface, reducing frustration and improving task efficiency.
Future Considerations
This experience reinforces the value of ongoing user engagement and iterative enhancements in enhancing personalization within banking apps. Future projects will continue prioritizing usability, customization, and accessibility to meet diverse user needs.
Explorations
Final UI
