Founded in 2001 as SAV Credit, and launching their first credit card in 2002, NewDay grew to 1 million new customers by 2014. In 2019, their total customer base was 5.4 million, through 3 own-brand products and a range of co-branded credit products with major retailers such as Amazon, House of Fraser and Debenhams.
The client’s market conditions
The credit market has seen unprecedented change as technology and customer expectations develop rapidly and new players enter the market. NewDay understands that product development and innovation play a crucial role in their success, but lacked a reliable and repeatable process to deliver success. They needed to learn quickly and work collaboratively to innovate in the right direction.
Creating a solution to meet their needs
We could see a great opportunity to improve the process at NewDay, integrating lean generative and evaluative research methods to inform the development backlog and create new product ideas. We identified the perfect means of realising this change, embedding key UI and UX team members from Approach to work in-house at NewDay to take them on this journey. This gave NewDay the best of both worlds: daily collaboration with experts in their field, and the support of a larger UX agency to provide direction and guidance.
The benefits of our approach
Our approach integrated rapid Agile research and design techniques into the NewDay development process. Working in-house we were able to work collaboratively to ensure that the process was effectively embedded. We deployed the right people at the right time to really drive forward the direction of the business, giving us the flexibility to react to research and fuel iterative changes, or pivot in new directions. Above all, using our techniques and methodology brought repeatable successes that continue to generate innovations over time, installing a stream of continuous innovation that iss faster, and with lower risk.
Taking immediate action to drive innovation
We designed a plan that worked effectively work with the organisation’s level of UX maturity and delivered an exemplar project to guide future developments. We embedded UX Designers, UX Researchers and Visual (UI) Designers, supported by senior leaders in the business. They worked alongside the embedded team, supporting NewDay’s product team and helping the development of NewDay propositions.
The team worked as part of the project team in NewDay’s King’s Cross office. They initially defined a user research framework for both generative and evaluative research which was carried out in parallel. This combination of generative and evaluative was key to maintain a steady stream of success.
Generative research involved continuous research into NewDay propositions, developing customer personas to evolve the understanding and uncover opportunities for the project and broader NewDay initiatives and products. The strength of generative research is in how it leads to greater understanding of propositions and their viability. The process has allowed the team to effectively target customers for each proposition, ensuring the business moves in the right direction, delivering exciting new propositions that meet customer needs.
We continue to work with NewDay to roll out innovative products driven by generative research. These insights also serve other divisions in the business.
Evaluative research involved concept testing and validation of the UI to ensure it is fit for purpose, creating UI improvements through an iterative testing approach. Concept testing was performed at regular intervals to ensure products were intuitive, easy to use and met a clear customer need. It also evaluated the effectiveness and efficiency of the product, guiding priorities and suggesting opportunities for improvement.
Identifying the results of our approach
We deployed the rapid UX process into their development process to generate insights, opportunities and testable concepts through a repeatable, reliable and controlled method.
They have taught us that Research and Design is a team sport
Generative research has stopped NewDay from wasting time and money by ensuring developments are in the right direction. By putting their innovations on the right path from the beginning, they are making greater progress more cheaply and with less risk than ever before.
How NewDay have changed after working with The UX Agency
Within the first 3 months working with NewDay, our impact was felt across the business. The customer became embedded into the process and decisions are now being made based on genuine customer needs and challenges leading to more effective prioritisation and driving a culture of innovation. The processes embedded by our team are now being adopted across other areas of the business.
It was a magic moment to see a group talking to customers… My advice - keep talking to customers!