TSB Mobile App & Core Journeys
Improving engagement and conversion across a retail banking app (1.8 → 4.6 rating, +85% onboarding)
Company
TSB Bank
Date
2018–2023
Project Overview
Context
When I joined TSB, the mobile app was a major source of customer frustration.
App ratings were low (1.8), journeys were inconsistent, and digital experiences lacked clarity and trust.
At the same time, design was largely outsourced, making it difficult to improve the product continuously or respond quickly to customer needs.
My Role
Led the end-to-end redesign of the TSB mobile app and core customer journeys, working closely with product and engineering.
Redesigned onboarding, everyday banking, and servicing journeys to improve clarity and usability
Introduced a design system to bring consistency across the app and accelerate delivery
Used customer research and testing to identify friction points and validate improvements
Delivered iterative improvements across key journeys rather than one-off redesigns
Built and scaled an in-house design and research team to support continuous product improvement
Key Highlights
Impact
Improved app rating from 1.8 → 4.6, reflecting a more trusted and usable experience
Increased onboarding conversion from 30% → 85%
Drove +20% uplift in digital sales through redesigned journeys
Enabled faster product iteration through in-house design and continuous testing
Redesigned onboarding flow to simplify ID verification and reduce drop-off
Why this matters
Improving customer experience at scale requires both better product decisions and the ability to deliver them continuously.
This work showed how combining product redesign with embedded design capability can drive measurable improvements in engagement, trust, and commercial outcomes.
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