TEAM & ROLE
I worked as a lead in team with a Project Manager
Several interactive boards, a comprensive report of all the phases of the project and wireframes of the new service proposal
The NatWest "Access to Expertise" website aims to connect business owners with mentors. After launching the beta version, I conducted a thorough review of analytics and an independent usability test. This revealed two key issues: users faced choice paralysis due to numerous obscure options, and they often selected a generic route labeled "General Business Support," indicating difficulty in finding specific services.
To address these issues, I organized a discovery workshop where I presented my findings and proposed two strategies. The first involved fixing usability issues and adding advanced filters to the existing beta. The second strategy focused on gathering quantitative data to generate new ideas and improve the service.
Both NatWest and I preferred the second option because no generative research had been conducted before the launch, presenting an opportunity for innovative improvements to the "Access to Expertise" service.
For this project, I utilized competitor analysis to inspire the design. Following the brief, my focus was primarily on exploring top-tier categorization and filtering experiences, particularly regarding how mentors are matched with users and how the expertise levels of mentors are displayed.
To accomplish this, I examined over 10 competitors across various payment models (paid, free, subscription) and documented their user journeys. This served as inspiration for my design approach. I categorised the competitors into the following groups:
1-Time and location-specific services
2-Services centered around the prestige of well-known mentor figures
The analysis findings were presented using FigJam.