2025
Helping customers get things done
A redesigned navigation framework that shifted from product-led menus to task-focused journeys, helping customers quickly find and complete core banking actions across devices and segments.
ROLE
Lead experience designer
TEAM
1 product manager
Engineering team
User researcher
IMPACT
+22% increase in content discoverability
~2× improvement in task success during navigation testing
88% of activity focused on core customer tasks
CHALLENGE
How could navigation better support customer tasks and satisfaction?
Customer research and CX tracking highlighted frustration with unclear, product-led navigation, increasing effort to complete core banking tasks and contributing to lower satisfaction and NPS across online and mobile experiences.
A UX audit and tree testing confirmed that key self-service tasks were buried behind promotional labels, deep menus, and inconsistent patterns across devices and customer segments.
Product-led navigation misaligned with customer task demand
01
25%
01
02
04
03
01
88% of activity
Customers primarily come to move money and manage accounts.
02
5% of clicks
Promotional and secondary product tabs received minimal usage.
03
25% workaround behaviour
Customers relied on “View all online services” to bypass the primary navigation.
04
Inconsistencies across devices and customer segments reflected internal silos, with no shared navigation model.
SOLUTION
A task-led navigation framework that scales across segments and devices
We redesigned the navigation as a task-led framework rather than product-led menus.
The solution introduced a single, consistent model that adapts across customer segments and works clearly on mobile and desktop.
01. Shift from product menus to a task-led navigation model
We reorganised the navigation around the core tasks customers came to complete, replacing product-led categories with a clear, predictable hierarchy. This reduced cognitive load, improved findability, and created a structure customers could rely on.
What changed
Core customer tasks surfaced at the top level
Clear, consistent hierarchy across the navigation
Secondary services grouped and accessed predictably
02. One navigation framework, adapted by segment and device
A single navigation framework was applied across Personal and Business customers and translated consistently across mobile and desktop. The underlying structure stayed the same, while task emphasis adapted by context to support multi-account customers and future services.
What this enabled
Consistent experience across segments
Predictable behaviour on mobile and desktop
Scalable framework for future services
IMPACT & RESULTS
Navigation clarity improved task success and reduced customer effort
The redesigned navigation significantly improved content discoverability and task success across key customer journeys.
+22%
Increase in content discoverability
~2×
Task success in navigation testing
88%
Of activity focused on core tasks
Make a payment
View last statement
Report lost /stolen card
Edit payee details
Validated through Treejack testing and navigation analytics.
LEARNING
This self-initiated initiative reinforced the importance of pairing intuition with data to drive real product impact.
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