Explore and discover new ways to create an improved customer experience through re-imagining the end to end customer journey, from the point a customer may have a need to borrow, through to the point the customer has the funds available to use. After sales care is something not to be forgotten. The customer should be able to go through the process for any of the 3 product lines through a simple and intuitive experience. The redesigned process should take the pain, complexity and confusion out of borrowing money with RBS

 

Double Diamond - Discover, Define, Design, Deliver

 

Workshop facilitation, customer and market research, discovering problem/oppertunity areas, problem definition, persona creation, ideation sessions, user testing concepts with customers, concept development, user journey mapping, prototyping, user testing and customer validation sessions, stakeholder input and alignment sessions.

 

Problem definition

Multiple ideas and concepts generated.

Prioritised concepts to take forward in develop and deliver phase

Behavioural personas of typical customer characteristics created and inspired by real customer interactions and interviews.​

A proposed new user journey.​

Proposed KPI's

Iterative clickable/interactive prototypes​

Synthasis learnings and provide recommendations for improvment.

 

The inital prototype delivery was a mobile app experience, future iterations and development of the service would see this developed across mobile platforms and designed to be a omni channel experience.

 

Client
The Royal Bank of Scotland
 

Role
Designer | Researcher​​​​​​