Project Overview

NatWest, a prominent UK bank, commissioned a 9-week discovery project to assess the viability of a new product offering for their B2B customers. The goal was to determine if there was a demand for a faster and more efficient way for businesses to integrate their banking data with their ERP systems.

Challenge

Traditionally, NatWest business customers relied on a solution known as "Bank of API" to integrate their data. This process was time-consuming, taking 6 months to a year, and required extensive development work. NatWest hypothesised that a plugin could expedite the integration process to under a week. The challenge was to determine if customers desired this faster integration method and if they understood the proposed solution.

Role

While initially tasked with creating prototypes for the plugin, my role expanded to encompass a more research-focused approach. I was involved in co-leading client workshops, creating prototypes, recruiting participants, moderating user interviews, analysing qualitative data, and contributing to the final insight pack presented to NatWest.

Process

Client Workshop

I co-led a workshop with NatWest stakeholders to define the target audience, understand NatWest's expectations for the proposed solution, and identify key information to present to users during testing.

Proto-Persona Development

I facilitated a proto-persona activity to identify the ideal customer profile for this solution. Three distinct personas were identified:The Leader (e.g., CFO, Director of Finance, CEO)The Influencer (e.g., Finance Administrators, IT Directors)The Swiss Army Knife (employees in smaller businesses who hold multiple positions)

Proposition Design

NatWest stakeholders designed a proposition page to determine the essential information for user testing.Prototyping: Using Figma, I created prototypes of two user journeys, starting with a marketing landing page explaining the proposition and leading to a simulated ERP plugin store where users could experience the onboarding process.

Feedback from Workshop

Following the workshop, we received some fantastic feedback from NatWest. Below are a few testimonials from stakeholders:

“I loved the energy in the room. Thank you, CF team, for fostering an environment where everyone could share their opinions and actively contribute to the task at hand. I left with a strong sense of achievement, confident that we’ve set ourselves up well for the weeks ahead leading up to 19th December. I’m looking forward to the next steps next week!” — Helen Moseley, Project Lead, Strategic Direction & Alignment

Prototyping

Using Figma, I created prototypes of two user journeys, starting with a marketing landing page explaining the proposition and leading to a simulated ERP plugin store where users could experience the onboarding process. Two versions were created to test user reactions to different security check methods.

User Interviews & Recruitment

We recruited 15 users, 5 representing each persona, using screeners to ensure they matched our criteria. My responsibilities included managing recruitment, paperwork, incentive payments, and moderating a portion of the interviews.

Data Analysis

Interviews were thematically analysed using DoveTail to identify patterns, behaviours, motivations, and pain points while ensuring GDPR compliance.

Key Findings

• Customers are increasingly demanding seamless bank integration and are willing to switch banks to achieve it.
• A "plug-and-play" solution offers a competitive advantage, but it's crucial to address any concerns arising from previous negative experiences.
• The new product should complement, not replace, the existing Bank of APIs, offering a "lite" version for those needing less customisation.
• Trust, reinforced through branding, security features, and clear communication, is essential for adoption.
• Effective market penetration requires engaging end-users and influencers to build a strong business case for decision-makers.

Recommendations

Based on the research findings, we provided NatWest with a set of recommendations, including:

• Develop a clear strategy to deliver a valuable integration solution before competitors.
• Emphasise simplicity, efficiency, and transparent communication to build trust and customer satisfaction.
• Offer both the existing and new products to cater to diverse customer needs.
• Reinforce trust by associating the product with NatWest's reputation and highlighting its security features.
• Empower influencers with the necessary information to advocate for the solution.

Conclusion

This research project provided NatWest with valuable insights into customer needs and preferences regarding bank data integration with ERP systems. The findings highlighted a strong demand for a faster, more user-friendly integration solution. By implementing the recommendations, NatWest can confidently develop and launch a new product offering that strengthens customer relationships, attracts new clients, and reinforces their position as a leader in innovative banking solutions.

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