Nationwide Building Society

Challenge

In 2022, costs soared. Many customers were finding themselves in debt, struggling to pay bills or make ends meet. For a building society it was important to offer relief and support.

Solution

Bring together what products, services and guidance were available into a section on the website, aligning content to SEO trends to improve visibility.

Create bespoke content to support push messaging from other channels on topics like budgeting, bills and saving.

What I did

• Reviewed all existing research on income shock and money management and identified gaps for further testing needs
• Content audit on everything linked to money and debt support across website, app and internet bank platforms
• Competitor analysis in an evolving environment
• Bridged gaps between topics on debt support, product help and general money tips
• Reviewed call scripts, live chat conversations and spoke with customer facing colleagues to understand the topics users needed help with and the language they used
• Applied human centred design in a multi-disciplinary team to a sensitive and necessary topic for support
• Created new user journeys for self service support
• Created content pattern for organisation to use when creating any content around cost of living or money management

Design and content creation process

The impact

Improved user journeys for help during the cost of living crisis, bringing together previously hidden services to where users expected to discover them.

Continuous development by sharing research findings to the organisation to influence future product and service requirements.

Increased traffic to financial support content by 43% Improved conversion rate of main CTA clicks by 31%