Role: UX Designer (Lead Consultant via Deep Focus)
Location: London, United Kingdom
Duration: March 2014 – April 2015
Overview
Led the end-to-end user experience strategy and design for Santander Bank UK as part of Deep Focus’ strategic partnership. The project aimed to redefine key digital customer journeys—including credit card and bank account applications—with a mobile-first, responsive approach.
I worked closely with both agency and client-side stakeholders to ensure design decisions aligned with business goals and user needs.
Key Responsibilities
- UX Strategy & Journey Redesign
- Conducted UX audits and journey reviews of the existing onboarding process for new customers.
- Simplified application flows to reduce friction and improve task success across digital products.
- Wireframes & Prototypes
- Delivered detailed wireframes and high-fidelity responsive prototypes using Axure.
- Designed key flows supporting credit card, bank account, and loan applications.
- Stakeholder Collaboration
- Acted as a bridge between design, tech, and business—liaising with senior stakeholders to align strategy and priorities.
- User-Centered Design Execution
- Applied mobile-first design principles and responsive design techniques.
- Collaborated with visual designers and developers to ensure pixel-perfect implementation and accessibility compliance.
- Usability Testing
- Used Axure prototypes in moderated testing sessions to validate key journeys and refine interactions before handoff.
Outcomes
- Delivered a new, simplified digital onboarding experience that reduced drop-off.
- Designed a unified responsive platform supporting key banking products.
- Empowered the dev team with a clearly documented and interactive prototype for smooth handover and implementation.
Key Learnings
- In large banking ecosystems, small improvements in usability yield significant ROI.
- Clear communication with stakeholders is essential to balance brand, legal, and user priorities.