Co-op Bank was falling behind.

While competitors moved towards digital-first experiences, Co-op was still operating on ageing systemsglossary×SystemA system is a collection of interconnected components that work together to achieve a specific function or outcome.Open glossary term→ that limited what could be built and how quickly it could evolve.

At the same time, its customer base was different. Many relied on in-branch servicesglossary×ServiceA service is a component or function that performs a specific task within a system.Open glossary term→ and were less comfortable with digital banking.

I was brought in to leadglossary×LeadA lead is a potential customer who has shown interest in a product or service, typically by providing contact information or engaging with content.Open glossary term→ the digital transformationglossary×Digital TransformationDigital transformation is the process of using digital technology to fundamentally change how an organisation operates and delivers value.Open glossary term→, improving the experience while working within the constraintsglossary×ConstraintsConstraints are limitations or restrictions that impact how a product or solution can be designed or built.Open glossary term→ of legacy technology and supporting customers through the shift to digital.

This wasn’t a clean rebuild. It was an overhaul, done in place.

The digital experience didn’t meet modern expectations.

Journeysglossary×Pain PointA specific problem or frustration users experience when trying to complete a task.Open glossary term→ were complex, difficult to navigate, and often failed to meet accessibilityservice×AccessibilityFind accessibility issues early, improve usability, and build products that are more inclusive, usable, and compliant.Open service→ standards. For many users, particularly older customers, this made everyday banking harder than it needed to be.

Behind the scenes, the technology was a limiting factor. Legacy systemsglossary×Legacy SystemA legacy system is an outdated system that is still in use, often due to its critical role.Open glossary term→ restricted what could be changed, how quickly it could be delivered, and how far the experience could be pushed.

Internally, this created tension. The need to modernise was clear, but the infrastructureglossary×InfrastructureInfrastructure refers to the underlying systems and resources that support applications and services.Open glossary term→ couldn’t support a full transformationglossary×TransformationTransformation is a fundamental change in how a system, organisation, or experience operates, often involving structure, processes, and behaviour.Open glossary term→ in one move.

At the same time, customers needed to be brought with the change, not left behind by it.

The approach focused on making meaningful improvements within real constraintsglossary×ConstraintsConstraints are limitations or restrictions that impact how a product or solution can be designed or built.Open glossary term→.

Rather than waiting for a full rebuild, key journeysglossary×Pain PointA specific problem or frustration users experience when trying to complete a task.Open glossary term→ were prioritised and redesigned incrementally, delivering immediate value while working alongside ongoing systemglossary×SystemA system is a collection of interconnected components that work together to achieve a specific function or outcome.Open glossary term→ updates.

Heavy prototyping was used to explore solutions, test feasibility, and align stakeholdersglossary×StakeholderA stakeholder is any individual or group with an interest in a product, project, or outcome, including internal teams and external parties.Open glossary term→ before development. This helped bridge the gap between ambition and what the technology could support.

User researchservice×User ResearchUnderstand user behaviour, validate ideas, and make clearer product decisions with evidence you can act on.Open service→ ensured decisions were grounded in real behaviourglossary×BehaviourBehaviour refers to how users interact with a system, including actions, patterns, and responses.Open glossary term→, particularly for customers less familiar with digital servicesglossary×ServiceA service is a component or function that performs a specific task within a system.Open glossary term→.

Accessibilityservice×AccessibilityFind accessibility issues early, improve usability, and build products that are more inclusive, usable, and compliant.Open service→ was treated as a core requirement, not an afterthought. Audits and testing ensured the experience became more usable for a wider range of customers.

At the same time, work extended beyond the product itself. Collaboration with branch staff helped support customers through the transition, building confidenceglossary×ConfidenceConfidence is the level of certainty in a decision or outcome based on available evidence.Open glossary term→ in digital banking.

The result was a significantly improved digital experience, delivered incrementally within the constraintsglossary×ConstraintsConstraints are limitations or restrictions that impact how a product or solution can be designed or built.Open glossary term→ of the existing infrastructureglossary×InfrastructureInfrastructure refers to the underlying systems and resources that support applications and services.Open glossary term→.

Key journeysglossary×Pain PointA specific problem or frustration users experience when trying to complete a task.Open glossary term→ were simplified, making it easier for users to navigate and complete tasks.

Accessibilityservice×AccessibilityFind accessibility issues early, improve usability, and build products that are more inclusive, usable, and compliant.Open service→ improvements ensured the platformglossary×PlatformA platform is a system or environment that enables users, services, or applications to interact, build, or operate.Open glossary term→ became more inclusive, meeting required standards and improving usabilityglossary×UsabilityUsability is how easy and efficient it is for users to complete tasks within a product. It focuses on clarity, simplicity, and reducing effort so users can achieve their goals without confusion or friction.Open glossary term→ for all customers.

One of the most impactful outcomes was the introduction of Co-op’s first fully online loan application.

Customers could apply, receive approval, and access funds within minutes. A major shift for a bank that had previously relied heavily on in-branch processesglossary×ProcessA process is a defined sequence of steps used to achieve a specific outcome.Open glossary term→.

The experience balanced modern expectations with the realities of the systemglossary×SystemA system is a collection of interconnected components that work together to achieve a specific function or outcome.Open glossary term→ behind it.

The digital experience improved significantly without requiring a full systemglossary×SystemA system is a collection of interconnected components that work together to achieve a specific function or outcome.Open glossary term→ rebuild.

Accessibilityservice×AccessibilityFind accessibility issues early, improve usability, and build products that are more inclusive, usable, and compliant.Open service→ issues were addressed, reducing barriers for a wider range of users.

Customers were better supported in moving to digital, with a clearer and more approachable experience.

The success of the online loan application demonstrated the value of digital investment, helping secure further backing for continued transformationglossary×TransformationTransformation is a fundamental change in how a system, organisation, or experience operates, often involving structure, processes, and behaviour.Open glossary term→.

Co-op moved from being behind the curve to having a clear path forward.

This project reinforced that digital transformationglossary×Digital TransformationDigital transformation is the process of using digital technology to fundamentally change how an organisation operates and delivers value.Open glossary term→ isn’t always about rebuilding from scratch.

In many cases, the systemglossary×SystemA system is a collection of interconnected components that work together to achieve a specific function or outcome.Open glossary term→ you inherit defines the path you take.

The role of UX is to find a way forward within those constraintsglossary×ConstraintsConstraints are limitations or restrictions that impact how a product or solution can be designed or built.Open glossary term→. To improve what exists, while gradually shaping what comes next.

At the same time, transformationglossary×TransformationTransformation is a fundamental change in how a system, organisation, or experience operates, often involving structure, processes, and behaviour.Open glossary term→ isn’t just technical. It’s human.

If customers don’t feel comfortable, confident and supported, the best digital solution won’t be used.

Real progress happens when both the systemglossary×SystemA system is a collection of interconnected components that work together to achieve a specific function or outcome.Open glossary term→ and the people move forward together.