Achieve more app downloads

I initially carried out some competitive benchmarking, comparing other app webpages and taking design inspiration from them. Companies like Monzo, Revolut and Starling Bank are leading the way in terms of design and bring a more playful and creative feel to banking. Some of those aspects can be translated in to the designs for Sainsbury’s Bank without deviating from the guidelines.

For this project, it was important to focus on all of the features the app has to offer. I felt the best way to communicate those features and to show off the design of the app was to use screenshots inside a device. For variation, I alternated the device and text on the left and right.

Discussions with the Website Product Owner brought up the topic of page length & page break point. I initially designed the page with large device images to make sure the app features were visible and detail could be read on the screens. With differing views on the size of the graphics, I used Userzoom and the help of users to make a decision.

Something we recently discovered in user testing is that users often display bias or alternate judgement when they recognise the brand. For that reason, a research brand was created - "Bazinga Bank". This would follow the exact principles of the current design language but have fonts, logos and colours adjusted. Through testing we have found that it is different enough compared with the Sainsbury's Bank branding that users don't correlate the two together.
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I created 3 versions with differing device sizes in the research brand and used conducted an A/B/C test. Results were in favour of the smaller, but full, device image. This keeps the page short while still showing the full screen and also increasing white space.

Another important feature of the page was to help customers find out information about the app when applying for a credit card and vice versa. To implement this crossover, a link at the top of the page was added to give customers a quick way of discovering credit cards, while the opposite link was added on the credit card pages to help promote the app.

To help the web publishing team, I created responsive versions of the design in desktop and mobile.