Designing the new West Brom app.

Creating a joined-up mobile and desktop experience that helps customers get started, understand their accounts and manage their details with confidence.

WEST BROM / PRODUCT DESIGN / DESIGN SYSTEM / MOBILE + DESKTOP

Team

One of three product designers

Platforms

Mobile and desktop app

Focus

Onboarding, accounts, core servicing, propositions and design system

The challenge

Designing a new digital banking app meant creating more than a collection of screens. The experience needed to feel coherent from a customer's first visit through to everyday account management, while making important personal and financial information easy to understand.

It also needed to work across mobile and desktop. The two experiences had to share the same structure and interaction patterns without simply shrinking a desktop interface onto a smaller screen.

My role

I was one of three designers working across the product and contributed to all areas of the app. My main focus included onboarding, account design, the home screen, and profile and settings.

I also worked as a design system designer. This meant moving between detailed feature work and the shared foundations behind it: spotting repeatable patterns, identifying gaps and contributing components, states and guidance that the whole team could use.

What I worked on

Onboarding

I worked on the journeys that help customers securely access the app and confirm their information. This included identity and verification (ID&V), tax status and customer details.

These tasks can involve unfamiliar questions and sensitive information, so the focus was on clear sequencing, plain language and making each step feel manageable. Guidance, validation and error states needed to help customers recover without losing confidence or momentum.

Home and account design

The home screen needed to give customers a useful overview without overwhelming them. I worked on the hierarchy of balances, account information and actions so the most important details could be understood quickly.

Account screens extended that hierarchy into more detailed views. The aim was to keep familiar information and actions in predictable places, creating a consistent route from a high-level overview into individual accounts.

Profile and settings

I designed areas that let customers view and manage their personal information, preferences and app settings. These screens needed to make routine changes straightforward while giving more sensitive actions the appropriate emphasis and clarity.

Savings propositions

Alongside the core app, I worked on proposition ideas including Savings Goals and Deposit Saver. These explored how the app could go beyond account servicing and help customers make their saving feel more purposeful.

I developed customer journeys and interface concepts across mobile and desktop, turning early ideas into something tangible enough to discuss, challenge and refine. This helped expose the questions behind each proposition before committing to a final solution.

Designing across mobile and desktop

The same customer should not have to relearn the product when moving between devices. I used a shared information architecture, terminology and component language across both versions, then adapted the layout and interaction to suit each screen.

Mobile prioritised touch, focused tasks and a clear reading order. Desktop used the additional space to improve scanning and show related information together. The underlying mental model remained consistent across both.

Building the design system

My design system contribution was closely connected to live product work. When a journey exposed a recurring pattern or a gap in the library, I would consider whether an existing component could be extended or whether a new shared pattern was needed.

I contributed reusable patterns for forms, navigation, account information and feedback, considering interaction states, responsive behaviour, content limits and accessibility. Capturing the intended use—not only the finished component—helped the three-person design team apply patterns consistently and reduced one-off solutions across the app.

The outcome

The work created a more connected foundation for the West Brom app across mobile and desktop. Onboarding, everyday account use and profile management feel like parts of the same product, supported by a design system built around real journeys.

My contribution combined detailed journey design with system-level thinking: solving the screen in front of me while making sure the pattern could work elsewhere in the app.

Making mortgage progress clear.

Redesigning the West Brom Mortgage Tracker to help brokers and customers understand an application's status, what happens next and what they need to do.

WEST BROM / UX + UI / INFORMATION ARCHITECTURE / CASE STUDY

Audience

Broker, Customer and Customer via broker

Focus

Progress, application details and outstanding documents

Contribution

UX and UI design, interaction patterns and content hierarchy

The problem

A mortgage application passes through several stages before an offer is issued. Whether they are a broker or customer, users need to know three things quickly: where the application is, what happens next and whether they need to do anything.

The legacy tracker contained this information, but repeated status panels, oversized icons and text-heavy document lists made the journey difficult to scan. The redesign needed to simplify the experience while supporting three views: Broker, Customer and Customer via broker.

• Status information was repeated without adding useful detail.
• Completed, current and future stages were difficult to distinguish.
• Users could see a stage name, but not always what it meant or how long it might take.
• Outstanding documents were separated from a clear upload and submission flow.

One journey, three views

I created one shared structure for the mortgage journey, then adapted the language, contact routes and available actions for each audience. Brokers get the professional context needed to manage an application, direct customers get clear explanations without specialist language, and customers applying via a broker retain an obvious route back to their broker.

What changed

A clearer application overview

The application number, applicant and relevant contact details now sit together. Where a broker relationship exists, email and telephone actions are available in context.

A progress timeline that is easy to scan

The large icon sequence became a compact seven-step timeline. Check marks identify completed stages, the active stage is highlighted and future stages are deliberately quieter. Labels reinforce colour, so status is never communicated by colour alone.

Useful detail about the current stage

Selecting a stage reveals a plain-language explanation alongside the date started, typical completion time and time already taken. This gives users enough context to understand the status and set realistic expectations.

Documents turned into clear tasks

The passive document list became an actionable workflow. Users can see how many items are outstanding, understand what each document is for, upload files individually and submit them when complete. Guidance and data-protection messaging remain close to the task.

Before and after

Mobile screens

The outcome

The redesigned tracker is calmer, easier to scan and more useful across all three views. It brings status, expectations and actions together, helping brokers and customers understand what has happened, what is happening now and what they need to do next.

The next step would be to validate this through task-based testing across each audience, alongside document completion rates and status-related support enquiries.

Before all the UX acronyms.

A bit of everything, and a lot of learning.

CLEVERCHERRY / VISUAL DESIGN + WEB + PRINT

The work

At Clevercherry I worked across websites, visual identities, print and digital design, honing my craft alongside more experienced designers.

The good stuff

Put your strongest two or three projects here, with big images and short explanations of the thinking behind them.