Award winning digital experience

Working as Head of Customer Experience for True, I helped take Wealthify, a new online investment service, from pitch to digital award winning user experience.

Wealthify were looking to democratise investing by making it effortless and affordable – so that everyone can access the higher returns that are possible by investing. They wanted to be the:

Easier and smarter way to invest.

We knew from other financial products that faced with complex investment decisions, people find it easier to do nothing. We needed to change this behaviour by embracing complexity and making it effortless. The UX problem to solve became how to:

Do that hard work, to make users feel smart.

Doing the hard work wasn’t just about making complex investing easy. The experience needed to be immediately engaging and empowering. It also needed to be playful in order to motivate users to take the next step. The Create Your Plan page embodies the UX approach. People can quickly and easily make decisions, and see the results. By seeing the effect of their decisions immediately presented to them, users learn as they play.

Although still in its infancy, our differentiating Wealthify user experience is already winning awards against household names like LV and Nationwide. Critically, it is well on its way to achieving its ultimate goal of giving more people the confidence to move from cash savings to investing, which makes their money work harder for them.

The combination of a noble idea, a truly innovative product, and the collaboration of the talented people at True and Wealthify has created a best-in-class customer experience.



UK Digital Experience Awards 2016

Digital CX innovation

Financial Services

I worked with Alan to research, design and test the user experience for our new online investment service. His insight and expertise were invaluable; he quickly built credibility with our senior team, and was highly skilled at unearthing key issues in user testing. He’s the type of person you’d love to have leading your team and I look forward to working with him again in the future.

Sally Allan, Chief Marketing Officer, Wealthify
  • Customer Journey
  • IA
  • Interaction design
  • Requirements gathering
  • Sketching
  • User testing
  • UX design
  • UX strategy
  • Wireframes

Christopher Ward

Premium online experience

Christopher Ward wants to put premium watches within the reach of everyone.

Working directly with the Christopher Ward senior team and customers, I helped take a slow, outdated, and nearing end of life website and replace it with a slick, scalable, and premium online experience combining their idiosyncratic English design with Swiss watchmaking expertise.

From watch ‘newbies’ to aficionados’, the site needs to communicate Christopher Ward’s high quality, no nonsense, in a motivating and reassuring way that makes people feel they’re making a smarter choice.

Being smartly contemporary, confidently different and having an eye for detail were just some of the brand principles, which helped shaping the UX and design of the experience you see today.

Whilst being one of the most challenging integration projects I’ve worked on, it was also one of the most fulfilling from a brand ambition and design point of view.

“The ambitions we have for Christopher Ward requires us, as the world’s leading online-only premium watch brand, to deliver a world-class brand and shopping experience for our customers. Our new site is a huge step towards the achievement of those ambitions.”

Mike France, CEO and Co-founder at Christopher Ward
  • Design brief
  • Experience strategy
  • Experience vision
  • Information architecture
  • Interaction design
  • Stakeholder interviews
  • User testing
  • UX design

Bath & Unwind

Website design

We’ve just completed the website design of an e-commerce site for Bristol based software development house, Koan. They asked us to work with their talented in-house developers to bring their new brand for Bath & Unwind to life online. We started with their business, which is international, and the goals of the site. We then interrogated the site analytics, before redefining the checkout process; the heart of the site.

We brought before unseen customers to life using personas, which we validated through call centre listening, site analytics, stakeholder interviews and international user testing.

Next we defined the framework of the site, which started as rough sketches, focusing on content and mobile first. It grew to involve a new faceted navigation system to better organise and find the tens of thousands of products on offer.

We then moved quickly into visual design, whilst simultaneously prototyping in the browser to see how it would work on various device screen sizes. We periodically tested the prototype with real users, before finalising the design. We are super excited to see it live!

"Working with Alan added a lot of value to our project. He really brought the team together and has a deep understanding of how to bring a brand to life. I can’t recommend Alan highly enough."

Dave Telford, Managing Director, Koan
  • Competitive analysis
  • Content strategy
  • Personas
  • Responsive design
  • Site analytics
  • Task analysis
  • User experience design
  • User testing
  • Visual design
  • Wireframes

Hiscox Insurance

Quote & Buy

Asked to redesign the user experience of the Quote & Buy process with a focus on ease of use, reduced drop-out at key points and increased conversion, we started by spending many weeks with Hiscox actuaries to understand every aspect of the current process.

We then tested the process with customers to identify any issues they were having and to see their reactions to competitor quote and buy processes.

Knowing where simplification needed to be applied, we redesigned the process from start to finish and applied best practice form design principles.

By the end we had reduced the number of questions customers were being asked by one third. No mean feat given that, when asked initially, we were told that all questions were essential.

Key project successes:

  • Click to quote conversion increased by 10%
  • Increased SEO ranking
  • Improved click through by introducing landing pages
  • Improved PPC marketing
  • Quote to sale increase

"Alan transformed our Quote & Buy experience and delivered higher conversion by understanding our customers and where to focus additional effort to maximum benefit. He created innovative designs around conversion pinch points, such as locks and valuables, which most other insurers copied. I really enjoyed working with Alan and hope to work with again soon . . ."

Mike Beddington, Group Head of eCommerce, Hiscox
  • Personas
  • Site analytics
  • Task analysis
  • User experience design
  • User testing
  • Visual design
  • Wireframes



Working with Cofunds, until recently the UK’s biggest independent financial platform, we created a digital blueprint of the platform, which delivered on their brand promise of Making Investing Easy.’

We first needed Cofunds to understand that this was a marathon, not a sprint. We began with their organisation, as we already knew their products. We performed stakeholder interviews and spent time listening in their call centres – a treasure trove of customer and company insight. We then created personas of their customers, before collaboratively creating the Customer Experience (CX) Strategy:

If the Cofunds platform is . . .
Concise, helpful and puts users in control
We will deliver on the Cofunds brand promise:
‘To Make Investing Easy’

Armed with this  strategy we designed and user tested key elements of the platform, many aspects of which are in used today.

"I've found Alan a pleasure to work with and his understanding of what's required to deliver an excellent user experience is second to none. I wouldn’t hesitate in recommending Alan to prospective clients."

Peter Pearce, Head of Digital, Cofunds
  • Call centre listening
  • CX strategy
  • Experience vision
  • Persoans
  • Prototype
  • Stakeholder interviews
  • Wireframes
Selected work

My large toolkit of UX techniques allows me to create simple solutions to complex problems.