Combining a keen attention to detail with an end-to-end product analysis, I added £1.5 million to the Barclays mortgage book with minor UX improvements.

My role: Responsible for Barclays’ Online Rate Switching Product, I mapped out the customer journey and measured the associated product funnel which showed an overall conversion of 62%. A side-by-side analysis of the two showed 2 simple UX changes that could increase conversion by up to 12% - removing a duplicate step, and simplifying the copy associated with a compulsory regulatory checkbox.

Process; Delivering any change in a large regulated financial institution is complex and takes time, no matter how small the change. However with a few tactical conversations, and an equally motivated colleague in the technical team, I was able to get this change released to the secure website within 2 months of finding the opportunity. (Trust me, in a big bank - that’s fast!) 

Outcomes: Over the next three months I monitored the revised journey, and conversion increased by 10%. With more customers now completing the online switching of their mortgage, an average of £30,000 was being added each week to Barclays’ mortgage balance.

Key Takeaway:

Simple changes shouldn’t be overlooked - they can be easy to find and often have a big impact. Product diagnostics can be a powerful place to start as they will help you uncover where impactful changes can be made.