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TSB Bank

CASE STUDY

CLIENT

TSB Bank

TARGET

SME business

TSB are one of the UKs largest banks, I was hired at TSB on a 6 month contract to help support the Digital SME team on the day to day UX challenges and tasks, predominately focusing on the Business Starter Pack project. Working in a design thinking process to push the project which consisted of large amounts of customer research and defining the problem statement, followed by working on an end to end design process.

DiscoveryUX DesignSketchingWireframingResearch

5,000,000+

CUSTOMERS

1,000,000+

APP DOWNLOADS

7000+

EMPLOYEES

My Role

I was brought into TSB to help focus on the daily management for the SME side of the business. The main project I was given was to help kickstart the Starter Kit pack. Starter Kit was as much a service as a digital product which would be presented to the customer when wanting to open a new bank account, it would offer other perks such as business insurance, loans, accountancy services and much more. This required me to work closely with a service designer and multiple product managers. My role involved extensive customer research, to work with multiple external stakeholders / business and to visualise how this service could be transformed into a digital environment and product.

Task

To produce a seamless digital experience which coincided with the overarching service. The main tasks and challenge that this consisted of were:

Work closely with the external partners of this project which would provide third party perks and rewards for customer when entering this scheme.

To develop a plan for how the project could work, not just on a digital platform but as a larger scale service for the business to use.

To produce workable prototypes which could be tested with partners and customers.

Working in a design thinking process which was encouraged by the business and design team.

Partnerships

To be able to develop this project TSB had to build relationships with other businesses which could provide perks alongside their services. Shown here are just a few of the companies I worked with. This involved having close and ongoing communications, meetings and workshops which would help me design this product.

Discovery

Along with working closely with other businesses, TSB required a large amount of discovery and initial research to help develop the service. I go through just some of the steps and processes taken for this below.

Collecting data

TSB had an extensive amount of data already collected on their current SME customers, this would help shape who our target demographic for the Starter Kit would be.

Creating personas

From the data I was able to start creating personas to help shape the service and product.

Design maps

I then produced a service / design map which highlights the steps taken when applying for the starter kit scheme plus any challenges I could potentially face along the way, the partners included and the customers needs for each step.

USER FLOW DIAGRAM

Once I had a rough idea of the steps taken I was able to start producing a customer flow diagram, I did multiple versions of these for the different persona types which I had already created. Each persona could potentially choose from a different set of perks and requirements.

Along with a customer flow diagram there was also a need for a service / technical version of this, this would highlight how the different partnerships would integrate in with TSB at different points in time.

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Deliverables

The design deliverables which TSB expected from me was much more focused on achieving a high quality user experience and journey rather than visuals. Because of this I focused heavily on producing interactive prototypes made in Axure. The aim was to then test these prototypes on actual customers and stakeholders throughout the business. Below I go through some of the steps taken for this.

The core part of the prototype had to collect information from customers, it was important I built this correctly as whichever answers the customer gave would have a subsequent affect on what content they were presented in the following steps.

Another key part of the prototype was getting across the service itself in an understanding way. Some factors which had to be considered was how to portray the different types of start kit packages, the perks for those packages, the pricing involved and how the customer can get further support.

Try out the prototype

Learnings

The prototype which was built was tested with a number of different customers, stakeholders and partners to ensure it met everybody’s expectations. Below I show a matrix of a collection of the feedback that I gathered from all the different parties and how I used this to create things to focus on and next steps for the project.

This video shows a collection of snapshots from an unmoderated test I setup with customers using a third party platform called Userzoom. It goes through a few questions that were asked them and the feedback received.

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