Vulnerable Customers

Challenge

Help vulnerable customers access support
Help the business meet its inclusivity objectives

Solution

A radical revision of content and UX

My role

I initiated this project and helped kickstart the team to make it happen.

I rewrote everything and liaised with product owners and branch staff to update all content. I followed all links to check they were leading to the right pages or support.

I helped reformat the pages and reroute the 23 UX flows.

Hub

A hugely overwritten introduction - 19 lines long - delayed customers accessing support

It even dallied to include an unnecessary "reassurance" that reporting your disability won't affect your banking credibility. Who thought it would? If anything this increases the readers anxiety.

Many instances of repetition across subhead 1s and 2s, again slowing access to the critical content.

Vastly too much priority was given to irrelevant content. "How Can We Help?" reads as if the answer to the headline next to it, but has nothing to so with vulnerable customer support, and reroutes them to general banking FAQ

Before

A much simpler introduction designed to reassure and give a quick overview of the needs we can address

I renamed and reorganised the complex non-medical categories of need to aid recognition. It was important to disentangle the topical cost of living worries into its own separate menu.

After

An instant and clear visual menu of support types on offer

Support page

Before

A repetition of the unnecessary and unreassuring "reassurance" from the hub page. Again it's high in the message hierarchy so it pushes important information below the critical scroll point

Inconsistent signposting. "Difficulties remembering your PIN?" is correctly expressed in terms of the customer's problem. But "Appointments" isn't.

A crass and unhelpful cross-sell to the TSB app. The app IS relevant to some customers with disabilities, but this is not explained at all.

Each form of support is given a subhead that describes it in terms of its specific benefit to the customer, so it can be identified instantly as relevant to their disability eg "Giving you time to think" would appeal to those with cognitive or anxiety issues affecting their ability to focus.

After

A much simpler introduction swiftly outlines what we mean by "mental health" and allows us to empathise right from the start of the page.

Most importantly of all, the next steps are clearly identified, so the customer knows exactly what to do from this page

Impact in 3 months

42% increase in customers accessing all support types Q1 24

18% increase in positive sentiment for TSB in Chattermill Q1 24

Enhanced

Transactions

Switching

Motability

Design System

UX Process