Bridging the gap between users and bankers

A common design challenge

I think most designers have experienced the following task - the addition of new features to an existing context. The expectation is that you can always just bolt on another ui element or subpage, without thinking about it.

As a designer, you develop a keen eye for spotting the difference between things that can supplement an existing user journey and what completely changes it. This was the latter.

The requested feature would require a lot of design and development time to fit into the existing content, so instead of simply adding a new section to an already complex app, I proposed a complete UI overhaul, focusing on user outcomes, instead of feature additions.

Holistic thinking

We pretty much saw this task as an excuse, to do much needed revamp and implement things we had in the pipeline. We leveraged insights from user sessions, feedback, and app tweaks to accommodate the new feature and enhance potential areas.

At the same time, the design team had already begun work on a design system and working towards a more modular approach to the UI - making it easier to add things in the future.

This development task and time to implement is always a factor, when getting the go ahead. But only the frontend task would become bigger by doing this update. And not by much.

Result

This was a good example of what can happen, if you have a lot of user data and concepts lying around, that was never prioritized, because in wasn't "new features". That working with the foundation and doing things "right" gets results. These include:

Fast time to implement. Everything was accomplished within a month.

The modular approach provided greater flexibility for future feature additions.

Conversion increase from 22% to 37% in one of our key KPIs.