Role: Product Designer
Duration: 8 months
Worked with: Engineers, project managers, marketers and copywriters
During my time at money.co.uk (RVU), I led multiple initiatives to improve user journeys, drive engagement, and increase conversions. My work spanned top and bottom-of-funnel optimisations, SME-focused user experiences, homepage redesigns, and design system improvements. I balanced user needs with business goals, delivering measurable results through research-driven design and strategic collaboration.
Below is an overview of my key projects.
1. Top-of funnel optimisation: increasing eligibility form completion
🚀 Goal: Increase engagement and eligibility form completions by optimising four key credit card category pages: Credit Cards, Balance Transfer, 0% Purchase, and Bad Credit.
👩🏼💻 My Role:
Conducted heatmap analysis to understand user behaviour, identifying two primary user types: high-intent and low-intent users.
Held a FIGJAM workshop with the wider team to develop hypotheses on why 60% of users who clicked were not completing the eligibility form.
Identified key issues: users either lacked enough information to proceed or did not understand the types of credit cards available to them.
Prioritised impactful changes based on feasibility and expected results, focusing on:
- Bolder, more direct messaging to reinforce user trust.
- Clearer CTA wording and better explanation of eligibility checker benefits (e.g. how long it takes to apply).
- Step-by-step guidance to simplify the process and reduce confusion.
- Humanising the page with real user stories, images, and success rates to build credibility.
Redesigned the comparison table layout to be horizontal instead of vertical, making it easier to scan and compare options.
Created interactive prototypes and tested variations through A/B testing to validate improvements.
🎯 Results:
Achieved an 8% increase in eligibility checker form completions by improving content clarity and flow.
Enhanced user confidence and reduced drop-off rates by addressing pain points in the application process.
Improved readability and comparison experience through a more intuitive table layout.
🔗 Example Pages: Uswitch Credit Cards | Uswitch 0% Purchase Credit Cards
2. Bottom of funnel optimisation: improving results page usability
🚀 Goal: Enhance usability and clarity on the results page to improve user decision-making and drive product selection.
👩🏼💻 My Role:
Conducted user testing to identify usability pain points, including poor navigation, lack of flexibility, and a clunky, unintuitive interface.
Redesigned the results page to introduce filter tabs, allowing users to seamlessly switch between different credit card types without restarting the eligibility checker form.
Improved content descriptions and hierarchy, ensuring both high-intent users and low-intent users could find the necessary information quickly.
Simplified navigation to ensure a smoother experience, reducing frustration and unnecessary repetition in the user journey.
Created prototypes and conducted A/B testing to refine the experience before development.
🎯 Results:
Increased conversions by making the results page more flexible, intuitive, and easier to navigate.
Improved user satisfaction by eliminating the need to repeat the eligibility checker process.
Ensured that users of all knowledge levels could easily find relevant content, improving engagement and usability.
3. SME journeys: improving small business experiences
🚀 Goal: Improve how small business users discover and access financial products tailored to their needs, increasing engagement and conversion rates.
👩🏼💻 My Role:
Conducted data analysis and user interviews to understand SME pain points, identifying lack of guidance as a key hurdle in financial decision-making.
Designed intuitive profiling journeys across product pages (Business Credit Cards, Business Savings, Business Loans, Payment Solutions) to create tailored entry points for SMEs - reducing drop-offs and improving discoverability.
Improved navigation and content presentation, ensuring that SMEs could seamlessly find the right solutions for their business needs.
🎯 Results:
Achieved a +50% increase in primary conversion rates by guiding users through a structured profiling journey.
Collected 11,000 SME profiles in just three months (June–Sept 2024), enabling better personalisation and targeted product recommendations.
Enhanced SME engagement by addressing common pain points, providing a clearer and more efficient decision-making experience.
🔗 Example Pages: Business Bank Accounts | Business Card Payment Solutions
4. Homepage redesign: enhancing usability and storytelling
🚀 Goal: Redesign the SME homepage to improve usability, function, and storytelling on the SME homepage to help users navigate the site with greater ease and confidence.
👩🏼💻 My Role:
The SME homepage required a fresh, flexible revamp to improve usability, storytelling and functionality. The existing design was cluttered (long form text), hard to navigate and lacked a cohesive flow - making it difficult for users to find the info they needed.
Through user research I uncovered key user needs: tailored recommendations over generic solutions, simplified and concise content and integrated services that allow small businesses to manage multiple financial needs in one place.
With these insights I restructured the content hierarchy and developed a clear, intuitive content flow. Value propositions were emphasised to build trust and immediately communicate the platform’s offerings. The UI was overhauled to be modern, flexible and scalable - ensuring that the new design could be extended across the site with ease, saving engineering time and supporting future iterations.
A key focus was on humanising the page by incorporating testimonials and using real, relatable imagery. This would help to establish credibility and foster user trust. Additionally the design system was enhanced to create reusable components, streamlining development and ensuring consistency across all pages.
🎯 Results:
Improved ease of navigation and overall user engagement.
Humanised the experience through testimonials and real imagery, increasing user connection.
Delivered a scalable, modular design framework that reduced development time and streamlined future updates.
Built out at 90% by engineers but waiting to go live, so results are anticipated.
5. Design system modernisation
🚀 Goal: Modernise and standardise the outdated design system to improve consistency and scalability across digital products.
👩🏼💻 My Role:
The existing design system at money.co.uk was outdated, inconsistent, and inefficient, leading to challenges in maintaining visual consistency and increasing development time. My goal was to modernise the system to ensure scalability, streamline workflows, and create a cohesive user experience across both SME and consumer-facing products.
Audited the existing design system to identify gaps, inconsistencies, and inefficiencies.
Standardised components to align with modern UI practices while maintaining brand identity.
Introduced reusable components that improved team efficiency.
Collaborated closely with engineering teams to ensure components were scalable and easy to implement, leading to smoother handoffs and faster development cycles.
Created thorough documentation to support future use and ensure consistency across all product teams.
🎯 Results:
Improved design consistency and visual cohesion across all touch points.
Reduced development time through reusable components and streamlined workflows.
Enhanced team efficiency by minimising repetitive tasks and ensuring a single source of truth for design elements.
Additional contributions:
Workshops & Prototyping: Hosted team workshops, led 1-1 user testing sessions, and created prototypes to validate and iterate on designs
Strategic Alignment: Collaborated with stakeholders to align user needs with business objectives, ensuring design decisions were rooted in strategy
Final thoughts:
In just eight months at money.co.uk, I tackled a range of design challenges - optimising key user journeys, refining the design system, and improving engagement, all while keeping business goals in focus. By taking a strategic, research-driven approach, I was able to deliver meaningful improvements that not only looked good but also drove real business impact.