Helping customers find the products they need
Helping customers find the products they need
Helping customers find the products they need
Making it easier for customers to navigate financial product options, cut through overload and feel confident in their choices
Making it easier for customers to navigate financial product options, cut through overload and feel confident in their choices
+70 %
+70 %
+70 %
Increased visibility for hidden products
Increased visibility for hidden products
~9 sec
~9 sec
~9 sec
Avg time to find a product category
Avg time to find a product category
Time: 2 months
Time: 2 months
Role: Design lead, IC
Role: Design lead, IC
Team: 13 members
Team: 13 members
Device: Mobile
Device: Mobile
Setting the context
Setting the context
The bank wanted customers to take up more products and services
The bank wanted customers to take up more products and services
Explore Products is a main part of the mobile banking app, offering 100+ personal and business products across 12 African countries.
The bank wanted to grow sales by getting more customers to use additional products and services.
Explore Products is a main part of the mobile banking app, offering 100+ personal and business products across 12 African countries.
The bank wanted to grow sales by getting more customers to use additional products and services.
Recognising the roadblocks
Recognising the roadblocks
The Landing page overwhelmed customers with too many choices at once
The Landing page overwhelmed customers with too many choices at once
Through detailed analysis, I uncovered a key friction: the current design showed everything upfront, creating a long, exhausting scroll. Many customers would not scrolled far enough to explore all offerings, and colour and accessibility issues added to the challenge.
Through detailed analysis, I uncovered a key friction: the current design showed everything upfront, creating a long, exhausting scroll. Many customers would not scrolled far enough to explore all offerings, and colour and accessibility issues added to the challenge.
Validating the insights
Validating the insights
Data and user feedback confirmed the gap
Data and user feedback confirmed the gap
Analytics and usability tests showed most users rarely scrolled past the top products and felt uncertain about what to choose. This reinforced the need for a simpler, more intuitive browsing experience.
Analytics and usability tests showed most users rarely scrolled past the top products and felt uncertain about what to choose. This reinforced the need for a simpler, more intuitive browsing experience.
Solutions
Solutions
Navigation tailored to how customers discover and decide
Navigation tailored to how customers discover and decide
By mapping users’ natural way-finding patterns, I designed a navigation that places clear product categories front and centre for those who like to explore. At the same time, personalised recommendations greet each user with the most relevant options first. To keep business goals in sight, I added a trending products spotlight—giving priority offerings a moment to shine alongside personalisation.
By mapping users’ natural way-finding patterns,
I designed a navigation that places clear product categories front and centre for those who like to explore. At the same time, personalised recommendations greet each user with the most relevant options first. To keep business goals in sight,
I added a trending products spotlight—giving priority offerings a moment to shine alongside personalisation.
Decision support that cuts through overload
Decision support that cuts through overload
I recognised that too many choices cause hesitation, so I built a two-stage solution:
- Filters and sort that swiftly remove irrelevant options, letting users focus on what matters most.
- Comparison feature to help customers weigh key details side-by-side, empowering confident,
informed decisions without burnout.
I recognised that too many choices cause hesitation, so I built a two-stage solution:
- Filters and sort that swiftly remove irrelevant options, letting users focus on what matters most.
- Comparison feature to help customers weigh key details side-by-side, empowering confident,
informed decisions without burnout.
Visual design that Balances brand consistency and usability
Visual design that Balances brand consistency and usability
The bank’s new guideline focused on using only blue shades, which risked making product categories harder to distinguish. I revisited the original colour palette, softening and scaling those colours across screens to preserve clarity and product recognition and successfully convinced the business to adopt a design that blends brand consistency with improved usability.
The bank’s new guideline focused on using only blue shades, which risked making product categories harder to distinguish. I revisited the original colour palette, softening and scaling those colours across screens to preserve clarity and product recognition and successfully convinced the business to adopt a design that blends brand consistency with improved usability.
If you'd like to learn more about my projects, hit me up!
If you'd like to learn more
about my projects, hit me up!
Made with Slow coffee pours and a Sisyphus smile.
Tools used: Framer, Figma, Jitter.AI, Perplexity