ABN AMRO
Led 1:1 interview research on key digital touchpoints across the ABN AMRO website — turning user friction into prioritized, stakeholder-aligned improvements that shipped within the engagement.
A bank's website isn't a product. It's a trust account customers withdraw from every click.
ABN AMRO wanted to understand how customers were actually experiencing key digital touchpoints across its website — not what analytics said about clicks, but what real users felt about the moments where banking decisions get made.
My remit: lead the execution, analysis, and reporting of focused 1:1 interview research targeting those digital touchpoints. The output had to do more than describe the problem. It had to drive concrete improvements that stakeholders could actually implement — within four months.
"Our analytics tell us the where. They can't tell us why customers hesitate, drop, or call us instead. That's what we need from research."
Focused interviews. Stakeholder-anchored from day one.
Four months is short. So the work was sequenced for speed and stakeholder alignment — making sure every interview fed insight into a process that was already preparing to act on it.
Led the execution of 1:1 interview research targeting specific digital touchpoints on the ABN AMRO website. Semi-structured, story-driven, focused on the friction moments that erode trust before they show up in analytics.
Mapped each customer's experience back to specific digital touchpoints — separating the universal friction (every customer hits this) from the segment-specific (only happens for this user type, in this context).
Collaborated with stakeholders throughout the engagement to ensure effective communication of insights — translating research findings into language and recommendations each function could actually act on.
Guided the implementation of enhancements directly — staying involved through stakeholder review and prioritization so research evidence shaped what got shipped, not just what got documented.
Four months. Insight to implementation.
Pinning down the right touchpoints
Started by aligning with the digital team on which touchpoints mattered most — where analytics were screaming and the team was still debating "why." Set up the interview structure to answer that question, not just describe it.
1:1 interviews with real customers
Ran the 1:1 interviews focused on digital touchpoints. Heard the words customers actually use when they hesitate — and the moments where the website unintentionally undermines its own trust.
Reporting designed for action
Synthesised findings into a stakeholder-ready report. Anchored every insight to a specific touchpoint and a specific recommendation — making it easy for the digital team to move from "interesting" to "ship this."
Guiding the changes through
Stayed involved as enhancements moved from recommendation into delivery — ensuring research evidence kept its shape as it travelled through stakeholder review, prioritization, and design handover.
In banking, UX isn't conversion. It's trust per click — and every digital touchpoint either deposits or withdraws from that account.
Insight, evidence, and shipped change.
A four-month engagement designed to end with concrete improvements in production — not a slide deck on a server.