Consumer and intermediaries websites


• Consumers - low level of knowledge about financial products; 40-70 years old
• Intermediaries - high level of product knowledge; time-poor


Competitor research
Information architecture
Logic and interaction diagrams
Visual interface design


To help 2 very different audiences to find their way through complex product sets quickly and easily, presenting a friendly, supportive face.
The Cambridge wanted to significantly improve their digital presence.
For the consumer website the key challenge is explaining the complexities of the mortgage and savings products without losing the audience. Whilst for intermediaries, a highly informed but time-poor audience, the essence is to guide the user to the details they need as rapidly as possible.


I began with in-depth workshops, exploring the user’s ideal journey, their needs and desires at each stage of their interaction with the website.
I then conducted competitor research and generated top level wireframes of my ideas to discuss with the client.
Following approval from the client I moved on to more detailed wireframes of both sites and fleshing out of concepts and tools to make the journeys easier.
Next I applied the visual design layer to the wireframes and created prototypes to illustrate concepts which might be difficult to grasp from stills.
I created logic and interaction diagrams and formatting sheets along with full designs in 3 responsive sizes to hand over to our internal dev team and supported them throughout development.


These sites have now launched. The consumer site has a heavily focussed nav bar to reduce cognitive load and simple product finder tools in both the savings and mortgages pages to assist the user to the correct products through a series of easy questions.
The details pages of both the savings and mortgages take inputs from the user in order to customise the page and reduce the quantity of information needed on each page.
Forms are handled using natural language to make filling them as intuitive as possible.
The intermediaries site builds on this approach, stripping away any unnecessary information to speed the user on their way to the exact items they need. Their onward journey and priorities are always front of mind throughout the site with any unnecessary details removed.
We will be continuing to iterate the sites over the following year as information comes back from live users.


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    Senior Product Designer