NatWest mortgages
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The project
At Publicis Sapient, I teamed up with a UX designer to improve the NatWest mortgages website and increase mortgage applications. We went through the user journey for all the different customer segments: First Time Buyers, Home Movers and people looking to remortgage. The journeys went from looking at the different mortgage deals, to selecting one, to getting an agreement in principle and then applying for a mortgage.
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How we worked
We had daily standups to monitor progress. We worked in weekly sprints and each week tackled a different part of the journey for each customer segment. At the end of the week, we put together a prototype for the client in InVision. We worked in an agile way and I was involved in the whole process including UX discussions, client presentations and meetings.
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Considerations
I used NatWest brand guidelines to make sure that the copy was in their tone of voice. As with other financial brands, we were restricted by legal guidelines as to what we could and couldn’t say as well as what processes we could cut.
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The results
We simplified the mortgage process and made applying for a mortgage online a less painful experience. I added human touches to the copy. For example, the call to action to apply for a mortgage was: ‘Fallen in love with a property? Apply now’. Following our work, successful mortgage applications increased by 20 times a week.