Redesigning a Savings Platform Rushed Launch
Redesigning a savings experience that launched on mobile using a white-label built for desktop, with a journey split across two systems and no usability research to catch the gaps.
Role
Product Designer
INDUSTRY
Financial Services
Duration
4 months
Tools
Figma, Dscout
PROBLEM STATEMENT
MoneySuperMarket's Savings proposition launched in Q1 2026—a white-label built for desktop, shipped on app, with no usability research to catch the gaps.
THE TEAM & MY CONTRIBUTIONS
As Product Designer, I worked across two parallel workstreams—app journey optimisation and comparison grid redesign—partnering with product, engineering and research to identify friction points and deliver improvements.
Evidence & Reasoning
A first-party product launched without sufficient research
The Savings proposition marked one of MoneySuperMarket’s first in-house products—shifting the company from a comparison platform to an end-to-end service owner. The product launched through a white-label partnership offering exclusive interest rates and cashback rewards. However, the white-label had been designed for desktop and was implemented on the app without adaptation or sufficient usability research, meaning critical experience gaps went undetected until they surfaced as customer support volume.
A journey owned by two systems
The journey is split across two distinct systems: MoneySuperMarket owns the onboarding flow, while the savings platform and account experience belong to the white-label partner. This means changes on the MSM side and changes on the partner side require separate teams, separate timelines and separate release processes. Designing across this boundary—and communicating clearly to customers despite it—was a core constraint shaping every decision.
Key pain points
Lack of transparency
Customers had no clarity on when their funds would be deposited, creating uncertainty and driving avoidable support contacts.
Low completion rates
Only 25% of users successfully completed the onboarding journey.
Low engagement
Most customers who opened an account failed to fund or activate it, missing business benchmarks.
Weak branding
There was no clear indication of MoneySuperMarket’s brand ownership within the Savings experience.
STRATEGY & APPROACH
Two parallel workstreams
The response to the launch issues was split into two distinct workstreams: optimising the in-app journey and redesigning the savings comparison grid to differentiate the native proposition.
Optimise the app journey
The goal was to minimise drop-off by capturing customers’ interest on top-of-the-funnel screens, reduce friction by eliminating redundant or unnecessary steps, and enhance system feedback by applying Nielsen’s Visibility of System Status heuristic—providing clear, timely updates on user actions such as when funds would be deposited.
Comparison savings grid redesign
The challenge was to differentiate MoneySuperMarket’s native savings proposition from wider market products on the aggregation grid. The previous design gave no clear signal of brand ownership or exclusive benefits. The solution needed to surface the proposition’s distinct value while preserving the platform’s integrity as an unbiased comparison tool.
OUTCOMES & DELIVERABLES
Delivering both workstreams in parallel
Work across the two workstreams ran concurrently. The app journey was reviewed step by step to identify where customers were dropping off and where system feedback was absent or misleading. The comparison grid was redesigned to advertise and guide users to the native proposition, clearly communicating brand ownership and exclusive benefits without compromising the neutrality of the broader comparison experience.
