NatWest’s mobile app supports over 10 million users, and as the cost of living rises, ensuring that users have the tools to manage their financial wellbeing has never been more critical. NatWest recognised that the existing app experience wasn’t delivering in this area, and they wanted to develop a new feature called Your Money Coach—a more engaging, personalised financial guidance tool.
With that in mind, our team set out to deliver a user-friendly, bite-sized experience that encourages users to take practical steps toward better financial management.
In collaboration with my design lead, UI designer and content designer, we began with a comprehensive research phase, interviewing a diverse group of NatWest app users to better understand their pain points. Our research uncovered that many users were confused about their financial options and lacked the tools or confidence to make meaningful changes. Specifically, users expressed a need for bite-sized, practical steps that would help them make progress without being overwhelming.
“I want to know where my money’s going, but I don’t have time to sit down and figure it out.”
"If it’s overwhelming, I’ll just stop and leave it for later."
“I feel like I’m just treading water… what I need is a way to make a real plan.”
The core of our approach was turning financial advice into bite-sized, interactive exercises. We were given NatWest’s extensive repository of educational content and tasked with breaking it down into easy-to-complete steps. Inspired by the high engagement of online short-form content, we ensured that users could tap through sections at their own pace, mark content as done, and track their progress.
In collaboration with a content designer, we built content principles to ensure that all guidance was jargon-free, clear, and actionable. We also identified key app features to hero for each financial goal, making it easy for users to navigate through the app and apply the advice provided. This was crucial for maintaining user engagement and helping them feel in control of their financial journey.
To maintain momentum, we designed an intuitive, to-do list format that allowed users to track their progress. As they completed tasks, a progress bar would update, giving them a sense of accomplishment. Feedback from users during testing showed that this feature resonated well, with quotes like:
"It’s broken down in a way that doesn’t feel overwhelming. I’m usually stressed about money, but this makes it feel manageable."
“It’s great that it says ‘done’ at the end—it’s like a checklist, and I feel like I’m making progress.”
“Seeing the little progress bar and knowing I’ve done a few steps already motivates me to finish the rest."
The final design focused on simplicity and clarity, ensuring users were not overwhelmed by jargon or unnecessary complexity.
The success of the project was driven by our iterative approach, where continuous user feedback informed both the content and the UX. Together, we crafted a feature that not only empowered users to take control of their finances but did so in a way that was easy, engaging, and—most importantly—effective.
This feature launched in August 2024. Read more on the NatWest website here.
