Santander
Multiple projects

CHALLENGE

The existing journey was cumbersome and outdated, creating unnecessary stress for applicants. The objective was to restructure the experience into a clear, progressive flow that felt manageable and intuitive from start to finish whilst updating the UI to a cleaner Design System led approach.

A key challenge was defining what information to present, and when, ensuring relevance at each stage without overloading the mobile interface.

Another critical challenge was enabling meaningful comparison of deals on a small screen.

SOLUTION

For the B2C mobile application, intentional friction was introduced at key stages of the journey to break up a lengthy data-capture process. This reframed what would otherwise feel like an endless 30+ question form into a clear, structured three-stage experience, reducing cognitive load and improving completion rates.

The comparison solution centred on distilling content to its essential elements, creating a scannable interface that supports fast, confident decision-making without compromising understanding.

CHALLENGE

The B2B broker platform presented a similar structural challenge, but for a fundamentally different audience, requiring a distinct approach to the application experience.

As intermediaries between the applicant and the lender, brokers operate with their own systems and established workflows. The challenge was to design an experience that aligns with these varying practices, integrating seamlessly into their processes while maintaining consistency, efficiency, and clarity across the platform.

SOLUTION

The B2B broker solution focused on optimising document and application management, enabling brokers to access the right information at the right time. The aim was to support efficient case handling and ensure brokers could provide timely, accurate updates to their clients, aligned with their existing workflows.

CHALLENGE

Santander needed to better support vulnerable customers who were struggling to manage their finances, often due to low financial literacy, irregular income, or challenging personal circumstances. Existing tools and journeys were largely transactional, requiring users to interpret their own financial data and take action without meaningful guidance.

This created several issues:

• Low engagement with financial tools, particularly among vulnerable segments
• Cognitive overload, with users unable to translate account data into actionable decisions
• Missed opportunities to proactively support customers before financial difficulty escalated
• Limited personalisation, with generic product recommendations not aligned to real user needs

The challenge was to design a solution that could interpret financial behaviour, provide clear, actionable guidance, and do so in a way that was accessible, trustworthy, and supportive for vulnerable users.

SOLUTION

We designed an AI-powered financial assistant grounded in three core principles:

1. Identify early

The system analysed income and expenditure patterns to detect early indicators of financial vulnerability to shift from reactive support to proactive guidance.

2. Communicate clearly and with care

The experience was designed to reduce stress and build trust, particularly important for users in sensitive financial situations.

3. Aid understanding

The assistant translated complex financial data into simple, actionable insights.

It also surfaced relevant Santander products as supportive options, positioned within the context of the user’s needs rather than as sales prompts.