Clarity by Design
How we empowered users to understand and track bonus eligibility — and reduced support demand
Client
Virgin Money | ME Bank | Bank of Queensland
Role
Lead Researcher | UX/UI Designer
Scope
End to End Usability Testing | Design Iteration Based on Insights I Final Design Handover
Tools
Figma | Dovetail | Jira | Miro | Confluence | Sketch
Stakeholders
Product Lead | Development Lead | Design Lead | Compliance Team
/ Context
Customers frequently called the Call Centre, frustrated about missing their bonus interest without knowing why. Our analysis showed that lack of clear tracking in the app, combined with complex eligibility criteria, led to confusion, high call volumes, and negative app ratings.
5
Complex Products, 3 Brands, 2 Platforms
10
%
Of Digital Bank Complaints Were Related to Bonus Interest
30
%
Of These Complaints Were from Virgin Money
70
%
Of These Complaints Were from MyBOQ App
How might we help customers stay on track to earn their bonus — without needing to call for help?
/ Discovery
Experience Mapping
We mapped the product criteria and user journey to identify friction points in tracking bonus interest. By analysing app interactions, call centre logs, and user feedback, we uncovered transparency gaps that led to confusion and high support demand. These insights shaped our design hypothesis.
Customers find Bonus Interest criteria difficult to understand.
Pain Point
Clearer communication and easier access to criteria will help users qualify, reducing support queries and improving satisfaction.
Hypothesis
Customers don’t know which criteria they haven’t met.
Pain Point
A visual progress tracker will clarify unmet criteria, leading to higher engagement and completion rates.
Hypothesis
Customers don’t understand why pending transactions are excluded.
Pain Point
In-app messaging on transaction status will reduce confusion and related support queries.
Hypothesis
Customers lack timely updates on their progress.
Pain Point
Real-time notifications and progress updates will help users track completion, improving success rates.
Hypothesis
Competitors Analysis
We reviewed competitor banking apps to benchmark best practices for tracking interest. This helped identify missing features and UI patterns that could improve clarity and self-sufficiency for users.
Prototyping
We then designed a series of prototypes in preparation for usability testing.
Usability Testing
As the Lead Researcher, I planned and led end-to-end usability testing—recruiting participants via Chitchat and guiding 6 users through moderated sessions to test 8 prototypes. Using Dovetail, I uncovered key insights that validated our hypothesis and informed impactful design iterations, optimising the user experience.
Users loved the visual tracker, but struggled to piece together fragmented copy, navigate the cluttered layout, and follow unclear instructions.
/ Design
Redesigned for clarity, usability, and actionability
Leading design iterations, I transformed tested prototypes into final layouts for each of the three brands, integrating usability research insights.
Hover over the arrows to explore key improvements.
Edge Cases
We designed for inclusivity, addressing edge cases like welcome bonuses and under-18 accounts to ensure a seamless experience for all users.
Design Hand-off
I collaborated closely with the product team, developers, and a senior UI designer to align with the design system and ensure technical feasibility.
Before
After
/ Impact
Success will be measured post-launch using the indicators below:
-
Fewer Support Queries to Call Centre
+
Positive Shifts in App Ratings for All Brands
+
Consistent Tracker Engagement
+
Feature Adoption at Launch
/ Reflection
Aligning Across Stakeholders
Working with many stakeholders—some unfamiliar with the product—highlighted the need for clear, intentional communication. I learned to balance user needs with business goals while navigating complexity.
Designing for Simplicity
I found that product complexity often resisted change. Through this, I learned to advocate for simplicity—not just in the interface, but in the conversations—anchoring decisions in user clarity.
Navigating Conflict Constructively
When a peer reworked my design post-approval, I addressed it directly and respectfully. Escalating when needed, I stayed focused on outcomes, ensuring alignment and delivery without losing trust.
Clarity by Design
How we empowered users to understand and track bonus eligibility — and reduced support demand
Client
Virgin Money | ME Bank | Bank of Queensland
Role
Lead Researcher | UX/UI Designer
Scope
End to End Usability Testing | Design Iteration Based on Insights I Final Design Handover
Tools
Figma | Dovetail | Jira | Miro | Confluence | Sketch
Stakeholders
Product Lead | Development Lead | Design Lead | Compliance Team
/ Context
Customers frequently called the Call Centre, frustrated about missing their bonus interest without knowing why. Our analysis showed that lack of clear tracking in the app, combined with complex eligibility criteria, led to confusion, high call volumes, and negative app ratings.
5
Complex Products, 3 Brands, 2 Platforms
10
%
Of Digital Bank Complaints Were Related to Bonus Interest
30
%
Of These Complaints Were from Virgin Money
70
%
Of These Complaints Were from MyBOQ App
How might we help customers stay on track to earn their bonus — without needing to call for help?
/ Discovery
Experience Mapping
We mapped the product criteria and user journey to identify friction points in tracking bonus interest. By analysing app interactions, call centre logs, and user feedback, we uncovered transparency gaps that led to confusion and high support demand. These insights shaped our design hypothesis.
Customers find Bonus Interest criteria difficult to understand.
Pain Point
Clearer communication and easier access to criteria will help users qualify, reducing support queries and improving satisfaction.
Hypothesis
Customers don’t know which criteria they haven’t met.
Pain Point
A visual progress tracker will clarify unmet criteria, leading to higher engagement and completion rates.
Hypothesis
Customers don’t understand why pending transactions are excluded.
Pain Point
In-app messaging on transaction status will reduce confusion and related support queries.
Hypothesis
Customers lack timely updates on their progress.
Pain Point
Real-time notifications and progress updates will help users track completion, improving success rates.
Hypothesis
Competitors Analysis
We reviewed competitor banking apps to benchmark best practices for tracking interest. This helped identify missing features and UI patterns that could improve clarity and self-sufficiency for users.
Prototyping
We then designed a series of prototypes in preparation for usability testing.
Usability Testing
As the Lead Researcher, I planned and led end-to-end usability testing—recruiting participants via Chitchat and guiding 6 users through moderated sessions to test 8 prototypes. Using Dovetail, I uncovered key insights that validated our hypothesis and informed impactful design iterations, optimising the user experience.
Users loved the visual tracker, but struggled to piece together fragmented copy, navigate the cluttered layout, and follow unclear instructions.
/ Design
Redesigned for clarity, usability, and actionability
Leading design iterations, I transformed tested prototypes into final layouts for each of the three brands, integrating usability research insights.
Hover over the arrows to explore key improvements.
Edge Cases
We designed for inclusivity, addressing edge cases like welcome bonuses and under-18 accounts to ensure a seamless experience for all users.
Design Hand-off
I collaborated closely with the product team, developers, and a senior UI designer to align with the design system and ensure technical feasibility.
Before
After
/ Impact
Success will be measured post-launch using the indicators below:
-
Brands Evolved Through Strategic Design
+
Positive Shifts in App Ratings for All Brands
+
Consistent Tracker Engagement
+
Feature Adoption at Launch
/ Reflection
Aligning Across Stakeholders
Working with many stakeholders—some unfamiliar with the product—highlighted the need for clear, intentional communication. I learned to balance user needs with business goals while navigating complexity.
Designing for Simplicity
I found that product complexity often resisted change. Through this, I learned to advocate for simplicity—not just in the interface, but in the conversations—anchoring decisions in user clarity.
Navigating Conflict Constructively
When a peer reworked my design post-approval, I addressed it directly and respectfully. Escalating when needed, I stayed focused on outcomes, ensuring alignment and delivery without losing trust.
Clarity by Design
How we empowered users to understand and track bonus eligibility — and reduced support demand
Client
Virgin Money | ME Bank | Bank of Queensland
Role
Lead Researcher | UX/UI Designer
Scope
End to End Usability Testing | Design Iteration Based on Insights I Final Design Handover
Tools
Figma | Dovetail | Jira | Miro | Confluence | Sketch
Stakeholders
Product Lead | Development Lead | Design Lead | Compliance Team
/ Context
Customers frequently called the Call Centre, frustrated about missing their bonus interest without knowing why. Our analysis showed that lack of clear tracking in the app, combined with complex eligibility criteria, led to confusion, high call volumes, and negative app ratings.
5
Complex Products, 3 Brands, 2 Platforms
10
%
Of Digital Bank Complaints Were Related to Bonus Interest
30
%
Of These Complaints Were from Virgin Money
70
%
Of These Complaints Were from MyBOQ App
How might we help customers stay on track to earn their bonus — without needing to call for help?
/ Discovery
Experience Mapping
We mapped the product criteria and user journey to identify friction points in tracking bonus interest. By analysing app interactions, call centre logs, and user feedback, we uncovered transparency gaps that led to confusion and high support demand. These insights shaped our design hypothesis.
Customers find Bonus Interest criteria difficult to understand.
Pain Point
Clearer communication and easier access to criteria will help users qualify, reducing support queries and improving satisfaction.
Hypothesis
Customers don’t know which criteria they haven’t met.
Pain Point
A visual progress tracker will clarify unmet criteria, leading to higher engagement and completion rates.
Hypothesis
Customers don’t understand why pending transactions are excluded.
Pain Point
In-app messaging on transaction status will reduce confusion and related support queries.
Hypothesis
Customers lack timely updates on their progress.
Pain Point
Real-time notifications and progress updates will help users track completion, improving success rates.
Hypothesis
Competitors Analysis
We reviewed competitor banking apps to benchmark best practices for tracking interest. This helped identify missing features and UI patterns that could improve clarity and self-sufficiency for users.
Prototyping
We then designed a series of prototypes in preparation for usability testing.
Usability Testing
As the Lead Researcher, I planned and led end-to-end usability testing—recruiting participants via Chitchat and guiding 6 users through moderated sessions to test 8 prototypes. Using Dovetail, I uncovered key insights that validated our hypothesis and informed impactful design iterations, optimising the user experience.
Users loved the visual tracker, but struggled to piece together fragmented copy, navigate the cluttered layout, and follow unclear instructions.
/ Design
Redesigned for clarity, usability, and actionability
Leading design iterations, I transformed tested prototypes into final layouts for each of the three brands, integrating usability research insights.
Hover over the arrows to explore key improvements.
Edge Cases
We designed for inclusivity, addressing edge cases like welcome bonuses and under-18 accounts to ensure a seamless experience for all users.
Design Hand-off
I collaborated closely with the product team, developers, and a senior UI designer to align with the design system and ensure technical feasibility.
Before
After
/ Impact
Success will be measured post-launch using the indicators below:
-
Fewer Support Queries to Call Centre
+
Positive Shifts in App Ratings for All Brands
+
Consistent Tracker Engagement
+
Feature Adoption at Launch
/ Reflection
Aligning Across Stakeholders
Working with many stakeholders—some unfamiliar with the product—highlighted the need for clear, intentional communication. I learned to balance user needs with business goals while navigating complexity.
Designing for Simplicity
I found that product complexity often resisted change. Through this, I learned to advocate for simplicity—not just in the interface, but in the conversations—anchoring decisions in user clarity.
Navigating Conflict Constructively
When a peer reworked my design post-approval, I addressed it directly and respectfully. Escalating when needed, I stayed focused on outcomes, ensuring alignment and delivery without losing trust.