Client: 118 118 Money

Summary

118 118 Money, a leading financial services provider, needed a complete digital refresh to bring their online experience in line with modern user expectations. Working closely with internal stakeholders and leveraging third-party research, we redesigned the website with a clear focus on user experience, mobile optimisation, and brand alignment—resulting in a more intuitive, polished, and conversion-friendly platform.

Challenge

The legacy website was outdated both visually and functionally. It lacked clarity in key user journeys, particularly around loan applications and account management. The site also needed to better reflect the brand's tone of voice—approachable yet trustworthy—and perform consistently across desktop and mobile. The challenge was to create a user-centric design that simplified complex financial services without diminishing credibility.

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Process

We kicked off the project with collaborative workshops to align business objectives with user needs. I worked closely with internal teams and drew on insights from House of Kaizen’s detailed research, focusing on behavioural patterns, drop-off points, and user sentiment.

From there:

  • I mapped out improved user journeys, simplifying steps and reducing cognitive load

  • Created responsive design systems to ensure consistency across devices

  • Introduced a more modern, friendly visual language while staying true to the brand’s roots

  • Focused on scannable, modular layouts that support key user tasks and improve accessibility

  • Applied user-tested improvements to ensure content clarity, especially around financial terms

User Testing

Throughout the redesign process, we incorporated usability testing and feedback loops to validate assumptions and refine interactions. Particular attention was paid to high-stakes moments such as loan eligibility checks and repayment explanations, ensuring users felt informed and in control.

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Outcome

The result was a fully refreshed site that performed better across the board, visually, functionally, and emotionally. Key outcomes included:

  • Improved completion rates on application flows

  • A significant reduction in bounce rates on mobile

  • A more cohesive and user-friendly interface that builds trust

  • A brand expression that feels more confident, modern, and relatable

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