Nationwide Building Society

Challenge

To increase applications for credit cards whilst responsibly explaining financial risks. With awareness that the find-ability and user experience of product information was poor.

Solution

To elevate product offering for credit cards by redefining the journey on the Nationwide website based on a search engine optimisation (SEO) focused strategy.

Implement design strategy across all platforms and journeys to create a consistent and user centric solution to enhance customer experience and support business priorities.

What I did

• Led design for new online (web, secure app and internet bank) and offline (leaflets and letters) content to improve journey, product offering and search rankings
• Reviewed and mapped AS IS end-to-end journey for credit card applications across all channels
• Identified potential pain points and hand-offs between different platforms
• Content audit across online and offline journeys
• Ran competitor analysis to breakdown their information architecture (IA) and products
• Reviewed performance data to understand current traffic sources, drop-offs and benchmark conversion rates to set future KPIs
• Used SEO tooling, including Ahrefs and Google Search Console, to understand current performance and identify opportunities in the market to compete
• Collaborated with UI designer to create wireframes based on key messaging, tying in optimisation opportunities whilst preserving user experience
• Created content for authenticated personalised journeys in secure app and internet bank platforms
• Created article and help-based content, utilising FAQ schema components, to underpin SEO and content strategy

The impact

• Visibility - improved in Google rankings: page 1 for ‘balance transfer credit cards’