UX Conversion Camp is the UK's only brand-only conversion event, organised by Keep It Usable. 2017 was the best yet! Here are the slides from our fantastic presenters, Aldermore Bank. For more information on UXCC, please visit www.uxconversioncamp.com

1. Making
Corporate UX Work

3. Aldermore
launches
Residential
Mortgages
business
established
£2 billion worth of
personal savings
First profit
First bank to
launch
customer
ratings and
review
Listed on the
London Stock
Market & enters
FTSE 250
£6bn of lending to
UK homeowners,
landlords and
business owners
£7.5bn loans to
customers
£6.7bn customer
deposits
£128.7million profit
before tax
Evolution of Aldermore
7 years of building a challenger bank…

5. Profits of the challenger banks
-43.8
0.
43.8
87.5
131.3
175.
Aldermore Atom Metro Monzo
Million (Profit - last recorded accounts)

6. Evolution of UX at Aldermore
Stage 1 – we’re barely
walking yet…
we already want to
hear from our customers.
Ratings & reviews
launched early
Stage 3: we’ve grown as a
team and have more cash…
UX & Design team + budget in
place
Run collaborative design
sprints, hackathons
Testing Tuesday, established
user recruitment service, set up
visual testing via usability hub
Research based digital
roadmap
Stage 2: we need to
service our
customers better…
Digital transformation
strategy taken to
board
Stage 4 and beyond…it’s a work in
progress…
We don’t have all the answers. We’ve a
long way to go until UX perfection!
We want to be faster
We want to be more agile
We want to put the customer at the heart
of not just our digital experiences but our
bank.

7. Showing Return
on Investment

8. Old vs. New Business Savings Rate
Checker Old results display
✓ Visual result display ✓ Animation of results ✓ Fully mobile responsive ✓ Earned interest difference
New results display

9. Showing Return on Investment
5.0% 8.2%
36% 27%
27% 35%
Tool engagement
Form abandonment
Start application rate
+28%
-23%
+65%

10. Collaboration
Tools &
Techniques

11. Design Sprint – Business
Savings Platform
From Ops teams to security - getting everyone in the
same room over 2 days collaboratively designing
the new SME acquisition journey and online banking.
‣Get the right people
‣Not just the execs!
‣Include the people who deal with
customers on a daily basis.

12. Training to business lines
on remote UX techniques
and software

13. Producing simple UX reportsFor business users to see key take outs super quick

14. Simple Reports
Adding an unlisted YouTube can allow
your colleagues to view the research and
refer back to it at any time. It’s also a great
way to show off your work. We insert a link
to the relevant playlist at the end our
reports!

15. Quant the UX

16. Quant Research –
Business Savings
Online Banking
Quant research for the new business
savings online banking to understand
what makes online banking great.
6000
customers
surveyed
17
Questions
655
Responses

17. On average, how frequently do you use online banking for each of
the following tasks when dealing with your business savings
account?
43%
35%
17%
11%
26%
1%
2%
1%
1%
1%
2%
0%
4%
0%
1%
1%
36%
30%
35%
32%
27%
11%
12%
8%
10%
5%
4%
4%
11%
6%
3%
2%
18%
27%
35%
41%
31%
46%
41%
46%
42%
43%
34%
32%
21%
25%
25%
26%
98%
92%
87%
85%
84%
57%
54%
54%
53%
49%
40%
36%
35%
32%
29%
29%
0% 25% 50% 75% 100%
Check balance
Check interest received
Withdrawal
Check interest rate
Print/download statements
Apply for new account
Maturity decision/instruction
Change or reset password
Contact bank for support
Update company details
Update nominated account
Close account
Internal transfer
Check details of closed accounts
Change where interest is paid to
Manage users
Tasks
Regularly Occasionally Rarely Ever
Medium
usage
High
usage
n: 655 (all)
Low usage
Check
Balance
Check
Interest
Received
Withdrawal
Check
Interest
Rate
Print/
download
statements

18. 20%
28%
36%
44%
52%
60%
68%
76%
84%
92%
100%
20% 40% 60% 80% 100%
The more frequent a user completes a task the more satisfied they are
likely to be
Manage users
Check balance
Check interest
received
Maturity decision
Contact bank
Apply for new
account
Print/download
statements
Check interest
rate
Withdrawal
Change/reset
password
Update nominated
account
Update company details
Close account
Change where
interest is paid to
Internal transfer
Check details of
closed accounts
Satisfaction
Frequency
n: 655 (all)

19. Business Savings Online Banking
Mobile first journey allows
the customer to easily see
interest rate sort code and
personalise display with
tax reminder.

20. Give visibility to
the stakeholders

21. Often stakeholders know they
want investigation work, but they
do not understand the research
process. Give them a pop-up
shop with your products…
this could be in the form of T-
shirt sizes with various sizing
and of course the option for a
custom fit!
Provide a Service Portfolio
Small Medium Large

22. The UX & Design Journey…
Card Sorting
Face to Face
Interviews
Survey
Usability Hub
Remote
Interviews
Gather
Data
Analyse Data
Proof
Concept
Refined
Concept
Create
Concept

23. Allow stakeholders to sit in on UX
sessions, either in person or
digitally via WebEx / GotoMeeting.
Allowing them to see your work will
give them greater appreciation into
what it is that you do…
You can also involve them in writing
questions and user recruitment
planning
Involve Stakeholders

24. ‘Involve them in your meatings'
When setting up your user recruitment you can
involve your stakeholders here. It will give them
greater visibility on not only the process, but
also allows them to feel part of the research
itself. This in turn, can serve to give them
greater confidence that you are speaking to the
right people.
Involve Stakeholders

25. ‘A sprinkle of steakholder input’
You can also involve the stakeholders in
creating a discussion guide. This way you
don’t miss anything key that the
stakeholders want you to question – but
also they can see
Involve Stakeholders

26. Provide video evidence with an easy way of
accessing it. Document everything as you’ll
never know when you’ll be asked for it. This
is a great way for you to showcase your
work.
Think of the stakeholders as your own
set of users for you research. These
people are paying for the research they
should be able to see it!
Produce Content

27. CX the UX
CX
UX

29. NPS?! Make customer sentiment
obvious…CUSTOMER MOOD
‣ Good competitive
savings rates
‣ Easy website to use
‣ Friendly, helpful staff
‣ Getting in contact easily for
mortgage intermediaries
‣ Delays in funds transfer to savings
accounts
‣ Not showing ISAs at beginning of
tax year
WE ROCK BECAUSE… WE NOT SO GOOD FOR…
‣ Communication on funds transfer delay into savings accounts.
‣ Meaningful rate comparison tables for mortgages and savings
on website
‣ Show cost of mortgage in monthly payment terms for
mortgages
‣ Live chat facility for mortgages intermediaries
‣ Improve contact methods for mortgage intermediaries to
discuss cases.
CUSTOMERS SUGGEST WE IMPROVE…
142
Total Digital
Customer Feedback
4.5/5
80 Reviews
39%
Negative
61%
Positive
““
““
“Really impressed with the
whole experience. The
product was the right one
and the website was very
easy to follow. The
instructions for opening
the account and
transferring money were
very clear and
informative. Really very
happy with everything.”
“I became very confused
when Faster Bank transfer
payments via my bank
account failed and were
returned and then paid a
second time and apparently
were not received by
Aldermore”

30. Don’t make it
too formal

31. We presented to our XCO Chief
operating officer in a light
hearted presentation.
It was halloween and so the
presentation ran with this theme…

40. Tricks of the UX trade…
‣ Spend time selling back the return on investment
‣ Get the right people in the room when designing and involve them in the
process
‣ Quant the UX where you can & involve stakeholders
‣ No one size fits all. Size the UX to project size
‣ Widen the remit of UX insight to include CX insight
‣ Senior stakeholders have a sense of humour. Make it fun!

41. Claire Williams
UX & Design Manager
claire.williams@aldermore.co.uk
Thank you
Edward Dixon
UX Architect
edward.dixon@aldermore.co.uk