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Inclusive design

Major retail bank, enhancing the customer experience for people with additional needs that are defined by the FCA as “vulnerable customers”

Christine H

January 24, 2023

Christine H

January 24, 2023

Goal:

To design a service that helps diverse banking customers find the adaptive and inclusive banking capability available to them that they prefer or need in a way that is respectful, and helpful and improves their experience.

Type of project:

Inclusive design

Clients:

Natwest

Industry:

Banking and Finance

Channel:

Digital, Customer Service

Method:

A survey and focus groups to understand the various challenges people experienced and when and how they may wish to tell the bank that they had additional needs. Design and co-design support and engagement. Usability testing of the initial product. Redesign for an in-app version and further usability testing of prototype and live assets. Authentic user talent and engagement for marketing materials development.

Outcome:

The initial new capability was very well received by customers that used it, but not very easy to find and staff were not so aware of it either. Once in-app the service had much greater uptake and positive CX impact. It also helps staff be aware of adaptive and inclusive services the bank offers.

Participant quote:

Client quote:

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