The UX Redesign Design Approach of Nationwide Bank Mobile Contact Page
DOI:
https://doi.org/10.35806/ijoced.v8i1.542Keywords:
Accessibility , Financial Institution, Mental Mode, Usability, RedesignAbstract
Understanding customers’ digital experiences is necessary in building customers' confidence in financial institutions. User experience (UX) design in the financial sector is vital in shaping customers' confidence during support-induced interactions on digital platforms. The bank's website contact page is a critical touchpoint for resolving customers' banking challenges and managing their finances. Noticeably, financial institution websites' contact pages often show usability issues such as poor information architecture and low accessibility compliance, causing high drop-off rates. The contact page is an integral part of Nationwide's support channels and depends on accessibility, usability, and efficiency. Financial institutions often focus on improving the customer experience to optimize functionality and reduce the challenges of high drop-off rates. Findings from user persona development, iterative usability testing, click paths, and accessibility principles, along with core usability tests, reveal user pain points, inaccessible contact options, less functional visual aids for users with visual impairments, and the inability of features to support personalization of contact options. Consequently, the Nationwide Bank contact page was redesigned, and the redesigned prototype was tested by 120 participants. System Usability Scale (SUS) scores indicate improvements in usability and 20% reduction in task completion time. The insights generated from this study add to the usability framework for designing user-centered, trustworthy touchpoints for regulated customer-oriented businesses. It also deepens scholarship on accessibility compliance iterative workflows, emphasizing their implications for banking services.
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