Coutts — DAVE MULLEN

Coutts has a world-renowned reputation for a personal approach to private banking and wealth management. Following a successful pitch I had the opportunity to work with this iconic brand in my role as Design Lead on the Royal Bank of Scotland account. Other RBS Group brands that I have worked with include NatWest, Ulster Bank, Lombard Asset Finance and Direct Line Insurance.

THE CHALLENGE

Coutts was looking to redesign its website to deliver a best in class experience. The existing website was underperforming and improvement was required across navigation, content (with a focus on SEO performance) and calls to action. The Coutts digital team was looking for an agency partner to deliver a more flexible website that was able to meet the changing needs of their diverse private banking clients.

THE OUTCOME

My team was awarded the redesign project after pitching a strategy which showed Coutts that we understood the value of implementing a user centred design approach. The project started with an audit of the existing website which was combined with competitor analysis and stakeholder interviews to determine the key journeys and content requirements. Throughout the project we undertook user testing with customers and prospects to validate our ideas.

I worked with a UX Consultant to restructure the information architecture and create a new client acquisition journey. Wireframes were created for key pages which then defined the final requirements for design templates and components. I designed the UI for desktop and mobile and worked with the Development team throughout the build process.

When time came to evolve the Coutts brand I was invited to attend workshops to share insights on applying a new brand to the website. As design lead on the digital rebrand project I worked with the branding agency to implement the new Coutts brand across the website, internet banking and account servicing platform.

MY PROJECT ROLE

Design direction
Strategy and planning
Requirements capture
UX auditing
User flows
Idea generation
Wireframes
Prototyping
UI Design