Helping customers get used to a brand-new experience
When an app changes this much, most users immediately feel the difference; they have to relearn habits and find features in new places. Our focus wasn’t just on showing what had changed, but on making the change feel manageable.
Together, we created clear, simple guidance across digital channels and inside the app itself. Short explanations, prompts and educational content helped customers explore new journeys at their own pace, learn how to navigate updates, and discover tools designed to make banking easier.
Rather than announcing the change and stepping back, we stayed with customers through it with clarity and reassurance being central to the approach.
Impact
The approach made a measurable difference to how people used and responded to the new app. Weekly app usage increased by 48%, customer feedback was overwhelmingly positive at 80%, and contact-centre queries remained low throughout the rollout, even though the app had been completely redesigned. In other words, customers didn’t just adapt, they engaged more, and they told us that the support helped.
Ben Haywood, Group Account Director at Jaywing, said:
“This work shows how a thoughtful approach to communication can make a huge difference during digital change. Instead of overwhelming customers, we helped them get to know the app in a way that felt clear and supportive.”
We’re proud to share this nomination and of the work that both teams put into making a complex change feel simple, clear and easy to navigate. Being shortlisted in a financial services category reflects not only the impact of this project, but our continued commitment to helping banks communicate with clarity, empathy and measurable results.