Improving the User Experience significantly

How I spearheaded the redesign of Betalingsservice’s website, improving the Customer Empowered Business Score (CEB) by 55%.

Quick Summary

A 55% Increase in Usability & Self-Service Efficiency

After a complete UX/UI overhaul, we transformed Betalingsservice.dk from a complex and confusing platform into a user-friendly and structured digital experience.

CEB Score increased from 38% to 59% – a 55% improvement in ease of use.

Reduction in customer service inquiries as users could now self-serve effectively.

Faster onboarding for new customers, leading to better retention and fewer drop-offs.

But how did we achieve this transformation?

Let’s dive in.

Role

UI/UX Designer

Tools

Sketch, Illustrator, InVision, InDesign, 3ds Max

Team

Marketing Manager, Customer Service, Service Designer

Timeline

Oct 2018 – Jan 2019
(4 months)

The Challenge

A Confusing, Hard-to-Navigate Website

Before the redesign, 96% of users struggled to find what they needed on Betalingsservice.dk.

❌

High customer support inquiries

Users couldn’t complete simple tasks on their own.

❌

Disjointed navigation

Broken links, unclear menu structures, and multiple login portals.

❌

Poor onboarding experience

New customers struggled to register correctly.

The Goal

To redesign the website, making it intuitive, structured, and efficient for both new and existing customers.

1

Research & Design Sprint

2

Overhauling Navigation & Information Architecture

3

UX/UI Redesign of Key Pages

4

Implementation & Developer Collaboration

Phase 1

Research & Design Sprint

As a core contributor in a five-day design sprint, I helped:

  • Conduct expert interviews with key stakeholders (customer service, sales, and account managers).
  • Identify user pain points and define a clear focus area for the redesign.
  • Establish a 5-year vision for improving usability and self-service capabilities.
  • Explore and prototype solutions, testing them with real customers.
Original frontpage
Prototype of redesigned frontpage
Closest example of the product page before redesign
Prototype of new product page
Original help page
Prototype of redesigned help page

Key Insights from Research

💡

Users couldn’t find key actions, like updating payment details or registering.

💡

Navigation was overly complex, with too many steps to reach important pages.

💡

The self-service experience was inadequate, leading users to depend heavily on customer support.

Phase 2

Overhauling Navigation & Information Architecture

One of the biggest UX challenges was the fragmented navigation, which created confusion and inefficiency.

The Problems We Identified

🔴

Multiple broken and inaccessible links.

🔴

Too many steps to complete simple actions.

🔴

Multiple login portals with no clear distinction.

Our Solution

  • Mapped out the old navigation, revealing inefficiencies.
  • Designed a simplified, intuitive navigation structure.
  • Unified all self-service features under a single “Self-Service” page.
  • Created a visual comparison of old vs. new navigation for stakeholder buy-in.
Original navigation structure
Simplified navigation structure

Phase 3

UX/UI Redesign of Key Pages

I was responsible for designing and optimizing several critical pages, which were later validated by an external research agency.

Homepage Redesign

  • Simplified the layout with more whitespace and clearer Call To Actions.
  • Navigation bar restructured for better usability.
Final frontpage design on desktop
Final frontpage design on mobile

“New Customer” Page

  • Moved the product selection calculator to the top, making it instantly accessible.
  • Step-by-step onboarding guide, reducing drop-offs.
  • Large Call To Action button to start onboarding seamlessly.
Final “New Customer” design on desktop
Final “New Customer” design on mobile

“Solutions” Page

  • Grouped all features into three categories: Services, Add-ons, and Purchases.
  • Introduced a toggle switch, allowing users to filter between Betalingsservice and Betalingsservice Web, with unavailable features grayed out.
Final “Solutions” design on desktop
Final “Solutions” design on mobile

“Self-Service” Page

  • Merged customer portals and forms into a single location.
  • Structured all actions into two main categories, reducing confusion.
Final “Self-Service” design on desktop
Final “Self-Service” design on mobile

“Help Center” Overhaul

  • Developed a content strategy, ensuring consistent structure and scannability.
  • Redesigned key support pages, like “Change Account Details” and “Send Documents.”
Final “Help Center” design on desktop
Final “Help Center” design on mobile

Impact

The new pages accelerated onboarding, reduced support calls, and improved self-service success rates.

Phase 4

Implementation & Developer Collaboration

Since the site was built in SharePoint, I collaborated closely with an external development team to ensure smooth execution.

  • Visited developers on-site to understand technical constraints.
  • Created an HTML & CSS template, proving that my designs were feasible.
  • Used developer-friendly file naming conventions, ensuring a smooth handoff.
  • Visualized module placements in Excel, making it easier for the marketing team to manage content.

Impact

Developers could implement designs faster and more accurately, reducing iteration loops.

HTML & CSS template for the frontpage to develop
HTML & CSS template for the new components to develop
Visualization of modules and styles to be used for the front page
The Results

A 55% Increase in Usability

In June 2019, a post-launch user research study revealed a dramatic improvement in customer experience.

CEB Score increased from 38% to 59% – a 55% improvement in ease of use.

Reduction in customer service inquiries as users could now self-serve effectively.

Faster onboarding for new customers, leading to better retention and fewer drop-offs.

User Feedback Highlights

✅

Navigation is intuitive and clear.

✅

Finding deadlines for payments is easier.

✅

“New Customer” and “Solutions” pages are highly useful.

✅

Self-service options are better structured.

“

That’s actually smart, maybe we should look a little more at this page… there are actually a lot of good things on it that I could imagine we could benefit from.

Dorthe

Consulting engineers

“

There are actually a lot of answers to questions including the various sub-points, and there are actually more than I expected when I clicked on the page.

Anna

Administration

“

Here under “New customer” there are some really good options to find the right solution.

Anders

Telecom

Areas for Further Optimization

  • Some users still struggled to locate specific help topics.
  • More subheadings needed in the “Help Center” for better clarity.

Key Takeaways

  • A structured approach to information architecture is critical in FinTech UX.
  • Early collaboration with developers prevents implementation roadblocks.
  • User testing is essential for validating assumptions and refining usability.

Final Thoughts

This project transformed Betalingsservice.dk from a frustrating, complex platform into a structured, user-friendly experience, improving navigation, self-service, and onboarding.