Shaping the future of Retail Banking
Turning NatWest’s Retail Banking app into a connected, proactive experience that supports confident financial decisions.
The brief
NatWest set out to shape the future of retail banking by designing an experience that goes beyond utility to deliver richer, more meaningful customer interactions.
The ambition was to elevate the digital experience by transforming how customers engage with their finances day-to-day. Building on deep customer insight and a diverse suite of products, NatWest’s aim was to create a more dynamic experience layer that provides timely information, personalised next best actions and elevates everyday banking experience beyond a balance and a basic list of transactions.
We worked alongside the talented design and product teams at NatWest as a single united team to deliver this groundbreaking ambition.
[Video title]
I really enjoyed working with the fantastic team at Hi Mum! Said Dad. They blended really well with our in-house design experts and, together, helped us shape a transformative experience vision for our customers
Shaping a smarter banking experience
Working closely with NatWest’s design team, we applied a rigorous, user-centred process rooted in continuous research and testing. Together, we turned rich customer insight into tangible, valuable experiences.
We quickly turned a vast body of existing research into a clear direction, extracting only the most meaningful insights. This ensured the customer's voice stayed at the front of mind while avoiding the risk of overwhelming the app with too many features.
A key ambition was to move beyond traditional product silos, designing a holistic experience that reflects how people manage their money rather than how services are structured internally. The result was a more intuitive, supportive journey aligned with real financial goals.
[Video title]
I really enjoyed working with the fantastic team at Hi Mum! Said Dad. They blended really well with our in-house design experts and, together, helped us shape a transformative experience vision for our customers
Bringing the customer voice into every decision
Over 14 weeks, we worked as a fully embedded team alongside NatWest’s designers, establishing a truly collaborative working style.
This close partnership allowed us to bridge the gap between strategic insight and design, quickly turning ideas into tangible, testable concepts. Together, we introduced clear decision-making frameworks, streamlined research and testing, and ensured that every step of the design process stayed grounded in customer needs.
By working as one team, we built momentum, transferred knowledge, and laid the foundations for long-term innovation within NatWest’s design practice.
[Video title]
I really enjoyed working with the fantastic team at Hi Mum! Said Dad. They blended really well with our in-house design experts and, together, helped us shape a transformative experience vision for our customers
[Video title]
I really enjoyed working with the fantastic team at Hi Mum! Said Dad. They blended really well with our in-house design experts and, together, helped us shape a transformative experience vision for our customers
