Reimagine onboarding end‑to‑end across multiple entry points (Tesco Grocery app, Tesco/Tesco Bank sites)
Client
Tesco Bank / Tesco
Role
Design Lead
Services
UI Design / Research & Insights / Prototyping
I led the end-to-end design of a seamless, multi-platform onboarding experience for Tesco Bank’s Clubcard Pay+, spanning iOS, Android, and web. Starting from a blank slate, I created a scalable and brand-consistent onboarding framework that could be reused across other Tesco Bank products.
To inform the experience, I planned and ran user research, including card sorting and surveys with 300+ participants, uncovering key insights that shaped content hierarchy and reduced friction. I introduced a 1-question-per-page format to improve focus and completion rates, and designed responsive layouts to work across all device sizes and entry points.
I partnered closely with engineering to resolve key technical constraints, such as postcode/address lookup validation between Clubcard and Tesco Bank systems. I also standardised error handling across journeys and prototyped the full experience, validating it with real users from the Tesco Bank community. Through weekly design reviews and stakeholder alignment sessions, I ensured buy-in across product, tech, and executive leadership. I also supported both the soft launch and full release, resolving issues in real time.
Outcome:
The onboarding experience contributed to the successful launch of Clubcard Pay+, with over 30,000 new customers in the first month and a design system now adopted across additional Tesco Bank products.
I led the end‑to‑end design: research planning, IA, interaction design, visual design, prototyping, design systems, stakeholder facilitation, and launch support.
Our goal was to design a best-in-class digital onboarding experience for Clubcard Pay+ customers, built from the ground up and optimised for both web and mobile platforms. Beyond supporting the Tesco Grocery app and Tesco Bank websites, the framework needed to be modular and reusable across all future Tesco Bank products, ensuring long-term scalability and design consistency.
Redesign the entire onboarding journey for multiple channels and devices, balancing usability and technical constraints.
Reduce friction and accelerate time-to-completion while ensuring compliance with banking regulations.
Establish a flexible design system that could scale across the wider Tesco Bank product ecosystem.
Deliver a seamless, intuitive onboarding experience that improved speed, conversion, and customer satisfaction.
Ensure consistent branding and UI patterns across all journeys and platforms.
Streamline question sets to reduce customer effort without compromising business or regulatory needs.
To deeply understand customer expectations, I co-led a multi-method research initiative. This included:
Closed card sorting exercises to analyze how 300+ customers grouped onboarding questions by mental models and expectations.
Reviewing and refining survey instruments to validate tolerance for question volume across financial products.
Insights from this research enabled us to reduce question sets while ensuring alignment with customer expectations—setting the foundation for a streamlined, frictionless flow.
Leveraging the 1QPP (One Question Per Page) pattern, I designed a journey that allowed customers to focus on one step at a time, boosting completion rates. Key challenges addressed:
Multi-channel responsiveness: Designed fluid layouts adaptable to web, mobile web, and in-app experiences with a consistent visual language.
System limitations: Collaborated with developers to resolve issues like postcode validation by introducing an address lookup step to prevent application failures.
Error handling: Standardized error messaging and “unhappy path” scenarios across Tesco Bank products for a consistent user experience.
I also facilitated interactive prototypes and user testing via the Tesco Bank Community Forum to capture early feedback, refine flows, and align stakeholders.
I worked closely with developers during the build phase to safeguard design intent, troubleshoot edge cases, and resolve defects ahead of launch.
The Clubcard Pay+ onboarding journey soft-launched in March 2021 and officially launched on 10 January 2022, delivering:
Faster, clearer application flow with higher completion and activation.
30,000+ new customers in the first 30 days post‑launch (contributed by the redesigned onboarding).
A reusable onboarding pattern and components are adopted across other Tesco Bank products.