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Financial services
Read how the UK’s first digital-only bank used human insight to build better digital experiences and increase its App Store rating to 4.8
UserTesting has enabled Atom to ensure our customers provide feedback throughout the product development lifecycle. With those valuable insights, we’re refining our products to deliver a best in class customer experience.
Liam Dexter
Lead User Experience Designer, Atom bank
Upon its establishment in 2014, Atom bank was the UK’s first digital-only bank to gain regulatory approval. Operating solely via its mobile app and website, Atom bank offers mortgages and savings, alongside commercial mortgages for small and medium-sized enterprises. Recognized for its award-winning customer service, the organization is on a mission to make the experience of borrowing and saving faster and simpler, with better value than the competition. Atom bank stands out as one of the UK’s most innovative fintechs.
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Contact SalesCustomer-centricity has been a fundamental value for Atom bank since day one. If customers are happy and the products meet their needs, they can master self-service, which is essential for a digital-only bank. But after nearly a decade in business, Atom bank decided to uplevel its digital experiences to meet the changing needs of its customers.
Before launching its digital transformation, Atom bank had struggled to gather customer insights during the product development phase. Atom bank was unsure how customers used the organization's services and products, which products needed prioritizing, and what changes they needed to make. This led to long discussions among stakeholders and created a backlog for design and development teams.
Atom bank set out to develop human-centered digital solutions that are simple, easy to use, and fast. To achieve this, the team needed to utilize customer insight to inform and enable continuous discovery throughout the design and development process. That’s where UserTesting helped.
Atom bank implemented a multi-pronged strategy, which included overseeing competitor research, post-purchase feedback, exit surveys, and usability testing. The bank introduced a ‘test early and often’ approach throughout the product development lifecycle by utilizing UserTesting to get direct feedback from existing and potential customers to validate the assumptions of business leaders.
Coupled with Atom bank’s own customer data, insights captured through the UserTesting platform enabled the organization to establish metrics and benchmarks to compare new products against the products from competitors to ensure they always met and/or exceeded the customers’ expectations for new digital experiences.
Prior to overseeing its digital transformation, Atom bank had relied on feedback from members of the organization’s Customer Panel. Managing this community consumed internal resources, and the bank struggled to collect and segment insights. With access to UserTesting’s panel of test participants, the Contributor Network, Atom bank now targets specific audiences and receives high-quality feedback throughout the product development process.
Since embarking on the journey for digital transformation, Atom bank has put customer insight at the forefront of every department, with the bank now testing the majority of their digital prototypes with UserTesting. Customer insight now forms part of the agenda at core monthly committee meetings.
And customers notice the difference. Atom bank’s customer growth has skyrocketed by 96%, with the bank now boasting over 200,000 customers and nearly £6 billion in overall deposits. While the company was and is known for amazing customer service, Atom bank’s ratings increased to 4.8 out of 5 on all three of Trustpilot, the App Store, and the Google Play Store. Improving and maintaining the Trustpilot score is one of Atom’s key business objectives.
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