Towards the end of 2023, we launched a project that aimed to enhance how customers can manage their different financial products. We’d just started to roll out a refreshed Home tab, and as some of the most visited places in Moneybox, we felt it necessary to look at our product pages.
What exactly do we mean by ‘product page’? That’s what we call the place in the Moneybox app where customers can go to manage their savings and investments at the individual product level.
They’re one of the most visited places in the Moneybox app because they provide customers with a breakdown of their balance, highlight their current earnings, and aim to provide them with all the tools they need to take full control of their finances.
However, we felt that the control customers had when visiting their product pages wasn’t aligned with our expectations, and we wanted to do better. Here’s a breakdown of the discovery and design process that helped us elevate the product page experience to fulfill the needs of our customers properly.
What did we know already?
To start, we took a customer-centric view of all of our existing research findings that we could use to form the basis of taking action toward improving how customers interact with their products.
This piece of work resulted in a couple of high-level findings:
- Customers expect to be able to take any actions related to their products from their product pages in the app. This includes the movement of money between their different Moneybox products, withdrawing money – which could only be accessed from ‘Settings’ – and viewing and generating different account documents.
- Customers regularly visit the app with the sole intention of accessing these pages. Some of the core reasons people were opening the Moneybox app were to check their balances, view their earnings, and have a general look at their finances.
We were already developing a stronger picture of where the value was for customers – as well as where the gaps are between the existing functionality and information that’s housed in the Product Pages, and where that functionality should be.
Talking with people around the business
Our next step was to gather different perspectives around the business to better understand what else we could achieve through the project. We spoke to Operations, Support, Product, and Engineering team leaders about where and how we could add the most value. What we uncovered here would inform some of our objectives for the project and shift our approach for the remainder of it.
Some things we learned that we could factor into our approach when it came to design and delivery were:
- We have some big plans for these pages in terms of the features we want to add in the future, and they could benefit from being designed and built in a flexible and modular way to improve efficiency and speed of delivery.
- We had a big opportunity to solve some customer key pain points, and by doing so we’d create more value for customers while easing some operational burdens. The result of this is that our Operations and Support teams can dedicate more time to assisting customers with more complex queries and improve our overall response time.
Customer support roundtable
The Support team is the first line of contact for customers. So, we wanted to get a better first-hand account of these problems and what we could achieve through this project. To that end, we sat down with them to better understand these problems directly.
The output was a clear list of priorities we could factor into the refreshed product page design to ensure customers have full control over their products in one place, and this would in turn reduce the number of customer queries around the general management of their finances.
Taking our learnings and ideating
With all the information and insights we gathered, we moved into an ideation phase. We were conscious that the ideas we were generating should be able to solve the most important problems that had surfaced through our earlier discovery involving the different business functions.
After several rounds of ideation and feedback, we landed on what would go into development as the refreshed product pages. We had made sure to retain all of the existing functionality people got value from, such as being able to view ‘Today’s interest’, a breakdown of their account balance, and a comprehensive activity feed.
This was on top of adding a range of new management features to enable customers to take control of their deposit settings, generate statements, and manage the movement of their money all from one place.
When to expect the new product pages in-app
We’ve now built and launched the refreshed pages for several of our most popular products, including our Cash ISA and StocksStocks, also known as shares or equities, represent units of ownership in a company. & Shares ISA, with other products following closely behind.
