Natwest & Payplan
Finance | B2C | Web Journey
For NatWest customers facing financial difficulty, the handover to PayPlan needed to feel clear, legitimate and reassuring. The original page had a high drop-off rate, with unclear messaging, weak calls to action and a design that felt disconnected from the wider NatWest experience. At such a sensitive point in the journey, that lack of continuity risked reducing trust and stopping customers from accessing the free debt support available to them.
The challenge was not just to improve the page visually, but to make the referral feel like a natural extension of the NatWest journey. Customers needed to understand why PayPlan was being introduced, what kind of help they could expect, and why it was safe to continue. By strengthening the connection between both brands and simplifying the message, the page could give users more confidence to take the next step.
Original Design
Updated Design
I led the redesign of the referral journey, focusing on trust, clarity and a smoother transition between NatWest and PayPlan. The new experience was brought closer to NatWest’s design system, using familiar colours, layout patterns and content hierarchy to make the partnership feel more credible. The page introduced PayPlan more clearly, strengthened the primary call to action and helped customers understand what support was available before taking the next step.
What I did
Outcome
The redesigned journey increased the number of customers by 31% being referred from NatWest to PayPlan each month and improved engagement metrics by 122% across the page. Session duration increased by 58%, and call centre advisors reported that customers had a clearer understanding of the handover, the role of PayPlan and the free debt advice available to them.
CONTACT
contact@amberdesign.online
