Challenge
Tesco Bank’s online credit card journey had become complex and compliance-heavy, leading to customer drop-off and missed revenue. Lengthy forms, unclear eligibility checks, and fragmented content made it difficult for customers to complete applications. The brief was clear – simplify, humanise, and drive measurable conversion uplift.
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Solution
We re-engineered the end-to-end experience through a user-centred design strategy.
- Re-mapped every customer touchpoint to identify friction and emotional triggers.
- Simplified the process from eight steps to two, introducing clear eligibility messaging upfront.
- Reorganised content to align with customer intent while maintaining compliance integrity.
- Embedded analytics to measure performance and iterate post-launch.
Capabilities
Service Design
Rapid prototyping
UX & CX
Process Engineering
Data & Analytics
Results
- 13% uplift in conversion rate.
- Recognised by Google as an industry best practice for financial UX.
- Success led to the full redesign of the current and savings account journeys and TescoBank.com.