NS&I is one of the largest savings organisations in the UK with 25 million customers and more than £207 billion invested. NS&I is both a government department and an Executive Agency of the Chancellor of the Exchequer. The origins can be traced back 160 years to 1861.
The NS&I mobile app needed future-proofing to be competitive with high-tech challenger banks such as Monzo and Starling. Existing functionality relied heavily on the web, and with customers prioritizing mobile services, NS&I needed a bulletproof way to increase engagement and retention long-term. Internal product owners at NS&I felt a level of innovation was needed to ensure overall customer satisfaction is increased and they continue to propel investment figures.
We proceeded with a 12-week engagement to transform the existing UI and UX with a series of design-thinking initiatives. The end result was a 1-1 clickable prototype ready to be presented to senior stakeholders at NS&I and tested with the customer base.
Our main goals were to reduce the friction of key user journeys, change the layouts to be more intuitive and establish a modern interface.
We also needed to research and design a new transfer/receive funds flow that allows for easy to move money transfers in, out, and between the existing NS&I accounts.
After receiving and synthesising existing user feedback, we did a compressive UX heuristics audit of the existing app. This helped to identify user pain points and how we can address them in the overall experience.
Prior to beginning work we were given access to five previously designed user personas. Using these personas as our ideal customer avatars, we defined all the primary journeys in the app. This enabled us to identify users’ pain points and emotions at each step in the journey.
After the process, we invited over 100 people at NS&I to present the future prototype, which got the buy-in of numerous senior stakeholders.
We were able to reduce time-to-value of the primary user journeys by over 50% compared to the existing solution. With open banking integrated, NS&I is on track to increase their mobile-investments and deposits.
The app design is being tested with the NS&I beta group, to collect vital feedback and pre-validation before market introduction.View prototype
Faster time to value
Senior stakeholders bought in