Old Mutual
End- End
Old Mutual had an app that very few people used daily. Around 80% of users still went to branches or used other banks even though the app existed. The goal was not to build something new, but to redesign what they had so people would actually want to use it every day.
Objectives
Increase daily active usage of the app.
Reduce how often users needed to visit a branch.
Make the app feel trustworthy enough to become their main banking tool.
Scope of Work
Research
I mapped local and international banks to understand what makes users trust and stick with an app. I reviewed app‑store reviews, ratings, and common complaints to identify key pain points: hidden fees, cluttered interfaces, and apps that felt built for the bank, not the person.
Stakeholder Insights
Designed to be a secondary banking app
To bring in a behavioural change for the user from traditional banking apps
Habit strategy to drive daily usage of the app
Ability to upsell-cross sell as data suggests frequency of usage drives uptake
The ratio of Onboarded customers to active users on a daily routine is less
Increase the Customer retention rate
Concept Seeds
Early design directions emerged from research + stakeholder input: user personas (one-stop banking, charge-anxious, bill-payers) mapped to behavioral goals. Concepts replaced physical wallet habits with intuitive digital equivalents.
User Testing
14 participants (varied ages/digital confidence) tested 3 concept directions + A/B flows. Feedback prioritised less clutter, charge transparency, and daily habit triggers.
"I want to pay a bill without five steps."
Key User Needs
Following user interviews, we identified key themes from their feedback and tailored our design to address these specific needs and preferences.
Research insights shaped designs using Old Mutual's new design system.
Proactiveness
Smart notifications for bills, rewards, actions — instant task paths.
Consolidated view
One home screen showing balances, transfers, and loans without jumping between sections.
Clear charges
All fees shown upfront before confirming any transaction, no hidden surprises.
Decluttered interface
Cleaner layout, clearer navigation, and faster task completion.
Better rewards
Relevant rewards that increase with everyday use, supporting the habit‑building strategy.
Results
Designs solved real user problems and earned stakeholder sign-off. Handed over to Old Mutual's UX team with full documentation for consistent development.