Senior product designer
Website, mobile app, print & explainer video
Nationwide needed to implement two-factor authentication (2FA) across its digital estate, a critical change affecting over 82 million logins per month. This required a delicate balance between careful attention to security, regulatory compliance, and accessibility to ensure seamless access for 16+ million customers.
As part of a cross-disciplinary team, I led user-centered design efforts. This included mapping existing journeys, conducting senior stakeholder interviews, wireflows, and usability testing new processes and using visual storytelling to advocate for change.
Alongside this, the business was focused on improving the user journeys for current accounts and remortgaging. These were key areas for growth, with clear commercial targets tied to customer acquisition and satisfaction.
ux Process
Mapping the as-is
I began by mapping current journeys to uncover pain points and technical constraints across web and app experiences. Working closely with senior stakeholders, I helped define design principles that balanced usability, security and legal compliance. This is especially important for critical journeys like login and payments.
Framing the problem
To bring others along the journey, I used narrative visuals and storytelling to communicate the real-world impact of friction points. This approach helped secure board-level buy-in for key UX improvements and positioned user involvement as central to the design process.
Iterative design
I developed wireflows, interactive prototypes and visual design mockups, iterating through continuous feedback loops. I collaborated closely with both onshore and offshore developers to ensure solutions worked within the constraints of legacy systems and met the high standards expected of a major financial institution.
Testing
To validate ideas and refine designs, I conducted regular user testing throughout the project — from guerrilla testing in Nationwide branches to formal sessions in usability labs. Sessions focused on customer understanding, task success and emotional reassurance.
Accessibility
I advocated for inclusive design from the outset, partnering with the Digital Accessibility Centre to ensure seamless access for 15 million users, including those with cognitive and physical access needs.
Impact
Working within a large, regulated organisation required careful balancing of business, user, and legal priorities. By embedding user-centred design throughout the process, I was able to influence decision-making at senior levels and deliver measurable improvements.
