For key stakeholders to have visibility of the full flow, I mapped out an end-to-end journey blueprint that displayed not only the stages and screens but the technical dependencies and stacks where data was being pulled.

Throughout the project, we scrutinised each individual screen by user testing everything from the wording to page furniture. By going into this level of detail, we were able to make sound decisions and confidently deliver the right message.

During the user testing, the marketing preference and in particular the wording around them, confused a lot of people so by adapting the UI and building in some logic that changed the result depending on the toggle action, we were able to deliver a far nicer experience.

Integrating functions such as 'Postcode look up' which talked direct to the post office enhances the user experience.

We found that playing back the results from an action built user confidence. In this case we displayed how long they had lived at their current address. Very simple but very effective.

All legal documentation was delivered at the end of the journey. We found that users didn't want to stop and have to read these documents whilst they were focusing on the application but were interested in doing so at their own leisure after the submission.

Really clear design was needed on the confirmation screen to guarantee clarity on what would happen next and to manage customer expectencies.