NatWest/
RBS
“ The … redesign saw a 171% increase in mobile visitors in its first month.” 〰️ So spoke our main point of contact for NatWest/RBS. Happy clients, fun times.
Background
With a balance sheet once larger than the UK's entire GDP (£2.2 trillion), NatWest/RBS needed a rapid replatforming to regain customer trust. I was part of a small-but-mighty UX team tasked with revamping the user experience during a CMS project aimed at re-engaging customers and rebuilding confidence.
Process
We streamlined content architecture and simplified both visual design and tone of voice—keeping it clear, honest, and direct. Collaborating with behavioural psychology experts and content writers, we worked under intense scrutiny, including from the UK government, to deliver a solution that would re-engage customers and meet tight deadlines.
Result
The replatformed digital tools were delivered on time and on target. While we couldn’t fix RBS’s market position overnight, we contributed to their recovery by boosting new users by 28% and reducing bounce rates by nearly 60%. Our work led to the rollout of the solution across RBS’s other brands, Coutts and NatWest, securing future projects for the team. Win-win.
