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

Inclusive design

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

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:

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

Christine H

Christine H

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