Case study // app-first transformation
Challenge
“How do we transform into an app-first bank that delivers great customer and business outcomes?”
As Principal Service Designer, reporting up into the Directors and C-Suite, it was my responsibility to help the bank transform in a customer-centric way – to balance the needs of their 1.7m+ customers against regulatory requirements and business goals.
Working closely with teams and stakeholders across the bank, from leadership to front-line, I defined strategies and service models, aligned workstreams, and got hands-on to deliver transformation solutions.
I helped deliver:
- App-first service model for 1.7m+ customers
- Scaled customer feedback strategy and model
- Persistent Debt strategy, including app-first comms
- Vehicle Finance future app strategy and MVP scope
- Multiple journey maps for as-is and future states
- Customer research, insights and consultancy
- Service design visions, blueprints, concepts, etc.
Impact
✓ De-risked the new app launch and customer migration
✓ Omni-channel service solution for all 1.7m+ customers
✓ Improved outcomes for vulnerable customers
✓ Increased volume customers escaping persistent debt
✓ Informed app product strategy and roadmap
✓ Identified opportunities to increase revenue by £10m+