I used the rebranding
to increase loan applications
Client: RBS/Natwest
Industry: Retail Banking
My Role: UX/UI Designer
Most RBS and NatWest applicants came through loan brokers. Fees were paid to brokers. Direct small-loan engagement on the website was low.
the brief
Development brief
The goal was to redirect visitors to apply directly on the website and increase customer loyalty.
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The client asked for realistic loan simulations and direct applications to loans.
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I also have been tasked with dual brands integration into a single design system.
the challenge
The challenge
The deadline was tight. The branding team and developers wanted to be involved. Every new component needed validation. I also had to set up a collaborative process with the clients.
the process
The process
I defined a lean process to keep the client in control. My approach helped alignment with branding and allowed quick results. I involved every stakeholder in the project.
the design
white brand
wireframe
I mapped research insights to the journey. I ensured desktop and mobile offered the same service level. Since the project involved two brands in one design system, wireframes were essential. I designed a user journey with a white-label approach and created components and patterns.
applying design
I designed both brands based on the guidelines. I aligned missing components with the development and branding teams. At this stage, I started weekly show-and-tell sessions with the client.
prototype and testing
I created a fully functional prototype in Axure for user testing. The testing outcomes have been positive, and promising about the live product. I was able to hand the design over to the development team.
Success and learning
The user testing returned a high engagement rate and a very low bounce rate. The users were happy to receive an accurate quote and to be able to apply straight away. They were able to simulate different numbers and scenarios before a decision.
I learned to follow a lean process and use user testing for projection.
I managed a multi-brand design system and developed a white-label design that could be styled with two different sets of design tokens.
