We have worked with Santander since the beginning of 2016 and have led over 40 of their design and research projects. One of these projects included research into how users find and apply for a current account on Santander’s public website and designing solutions to improve this journey.
Choosing a current account can be a confusing process for customers. We found that customers struggled to identify the difference between accounts, found the amount of content overwhelming and didn’t understand some of the jargon used by banks.
Santander asked us to design an experience that would enable customers to easily and confidently choose a current account that was right for them.
Our discovery research included internal workshops, a competitor analysis, an expert review and in-depth 1-to-1 research sessions. This thorough and varied approach provided us with many valid insights into how people currently choose current accounts.
Our research also highlighted which parts of the existing designs on the live site users were struggling with.
After analysing the research we used the insights to rapidly prototype alternative approaches. We created three prototypes which explored different ways of displaying a comparative view of the available accounts. We tested the prototypes on a range of devices with users to understand which approach led to the best experience.
The key thing for users when choosing a current account was to get a quick and simple comparison of the differences between them. We found that although people liked the design that contained a ‘flip’ animation to reveal the product details, the design which displayed three key features of the account was easier to use and choose an account.
Including ‘quick filters’ at the top of the page worked well to allow users to quickly view the types of account that were most relevant to them.
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