Overview
Delivered a conversion-focused UX analysis of Gjensidige Bank's online loan-application forms, personally signed off and security-cleared for Russell to work with Gjensidige's own customer data.
Who This Is For
Banks, insurers and financial services providers whose online application forms are not converting as expected. This case is most useful if:
- applicants start forms but do not finish them
- you suspect the problem but have no evidence of where it is
- a cosmetic redesign is on the table
- forms carry required fields, steps and legal content that confuse applicants
The Challenge
Gjensidige Bank's online loan-application forms were not converting as well as expected.
The bank needed an evidence-based diagnosis of where the friction actually was, rather than a cosmetic redesign.
Our Approach
Under a signed security and confidentiality declaration, the team now behind ECM.DEV analysed the loan-application forms over several iterations in September 2014. The central finding: "the biggest improvement potential is probably not in the form itself but in the content around it."
- Logical content groups: forms broken into clear sections.
- Clearer required fields: asterisks replaced with clearer marking.
- Continuous auto-save: so applicants do not lose their progress.
- Clearer step indicators: so applicants know where they are in the process.
Impact
A content-led diagnosis. Gjensidige Bank gained a specific explanation of its conversion problem rather than a generic UX checklist, grounded in a hands-on review of the live forms.
Recommendations it could act on. Each one addressed a concrete point of friction in the applicant's path.
Forms are usually treated as a design problem. Here the bigger gain was in the content around them.
This work was delivered while employed at Making Waves (later NoA Ignite), personally engaged and security-cleared to work directly with Gjensidige Bank's forms and customer data. Any public information referenced here is used for identification and does not imply endorsement.
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