ING Spain: a new bank website and simpler application flows
As Digital Optimisation Specialist at ING in Madrid, led the new bank website and optimised the new account registration and mortgage application flows, for a 10% increase in conversion rates.
My contribution
Led the new bank website, and optimised the new account registration and mortgage application flows, measuring each against the previous version.
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Situation
ING is a digital-first bank in Spain. Customers open accounts and apply for mortgages online, so the website and the application flows carry most of the bank's acquisition.
Task
Lead the new bank website and raise conversion on the two flows that matter most: opening a new account and applying for a mortgage.
Action
Architecture
Website and flows together. The new website and the application flows were treated as one journey, from first visit to submitted application.
Implementation
- The new bank website, led from concept to launch.
- New account registration flow, optimised step by step.
- Mortgage application flow, optimised for completion.
Verification
- Conversion rates on the registration and mortgage flows measured against the previous versions.
Result
- +10% conversion rate on the optimised flows.
- A new bank website in production.
Skills evidenced
- Digital banking UX for regulated, multi-step applications.
- Form and flow optimisation where every step carries compliance requirements.
- Leading a website relaunch in a large financial institution.
Portable lessons
- Long forms can still convert. Clear steps and progress matter more than the number of questions.
- Optimise the journey, not the page. Customers judge the bank from first visit to submitted application.
Want to discuss the decisions behind it?
Over fifteen years of consulting and growth, and hands-on AI delivery from discovery to daily operations. I can share my CV and talk through how I connect business outcomes with systems that run.
Available for a chat. In person in Stavanger, or remotely worldwide.