Get in touch

Increasing conversion rates by 110% through new mobile apps

Moneysupermarket

Product Strategy

Product Design

User Research

Behavioural Design

110%

increase in energy conversion vs web

timesaving for insights teams, eliminating manual processes

40%

increase in car insurance conversion vs mobile web

#1 App Store

4.8 star rating

MoneySupermarket helps British households save over £1.8bn on insurance and bills. Operating in the comparison market where brand loyalty doesn't exist, customers rarely remember which provider they used. The company relied heavily on TV advertising to stay top of mind.

Native mobile apps were an untapped channel to serve a new generation of mobile-first customers. I joined the founding team leading Product Design in their new lab.

Approach

Designed and delivered four native channels in 12 months: Car Insurance, Energy (Single & Dual Fuel), Credit Cards and Loans.

Established a human-centred approach that leaned heavily on behavioural psychology, recognising the varied education levels across the general population. Built a design system and dynamic service layer that could be applied across channels enabling scale and speed to market.

Reimagined what it meant to interact with mobile-first customers beyond transactional switching. Every interaction was scrutinised, from question design to representative examples to reduce cognitive load. At general population scale edge cases weren't edge cases - all possibilities mapped out and designed for.

Introduced UX research practices to the Group - conducting moderated research and remote testing of prototypes using tools like Lookback. Built high experimentation culture, guerilla testing for rapid validation.

Implemented strategic hooks to drive activation and adoption. Car Cost Calculator delivered one-click insurance estimates - perfect for car shopping, affordability or renewal checks in seconds ahead of getting a full quote.

Innovated beyond the traditional approaches. 70% of the UK had never switched their energy. Within regulatory constraints, I designed and launched Quick Switch Energy - start to switched in 30 seconds.