Streamlining the onboarding process for Sainsbury's online banking

The Challenge

For more than 20 years, Sainsbury’s Bank has delivered a broad spectrum of financial products, including credit cards, savings and loans, as well as travel money and car, home, pet, travel and life insurance.

Receiving the majority of their new customer leads through referrals, Sainsbury's Bank required a partner to lead the research, design and development of an improved online application process that would open new avenues for attracting savings customers, and maximise conversions by improving the onboarding journey.

The Solution

From the outset, we set about gaining a full understanding about the pain-points in Sainsbury’s Bank’s current processes. To do so, we conducted a series of in-depth interviews with target customers and used their input to provide the basis for the new design.

The interviews also helped uncover a number of issues that were ultimately leading to higher abandonment rates - a key reason for a new solution being required - and allowed us to tackle the problem head-on.

The aim was to create a brand new application flow that was optimised for completing the account application process. By using Sainsbury’s internal Design system and React.js, we were able to build a new responsive website with a NodeJS backend to deliver the user journey, while ensuring the solution kept high availability and scalability firmly in mind.

Going Above and Beyond

We were able to provide Sainsbury’s Bank with fresh insight into the customer journey, which would help reshape and modernise its approach. By implementing a chat-based solution as an alternative route through the onboarding journey, we were able to collate all of the information, KYC and AML checks and show how we could provide increased momentum and simplicity through the customer journey.

The Results

We built a React-based onboarding tool that was optimised for desktop and mobile and put the customer back at the centre of the customer journey. We did this by helping simplify the customer’s access to crucial information that helped them prepare for joining Sainsbury’s Bank and set clear expectations around what they could expect from the signup process.

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