Nedbank Reimagine MVPs
2021–2023
Client
Nedbank Retail
Project at a glance
- Role: UX content, Design, Strategy, Research, Stakeholder engagement, SEO
- Platform: Nedbank public-facing website / Migration work
- Focus: User-centred content models, structured hierarchy, scalable patterns and reusable content systems
- Scope: Multi-domain, end-to-end user journeys across Nedbank Personal product systems, delivered through phased MVP releases
Overview
I worked across multiple MVP releases within Nedbank’s broader website reimagined, helping simplify complexity across a large digital ecosystem. My role combined content strategy, structural thinking, stakeholder collaboration and optimisation to improve clarity, discoverability, consistency and long-term scalability.
The Challenge
- The experience spanned multiple domains, products and journeys, making consistency and discoverability difficult to maintain.
- Many journeys were organised around internal product groupings rather than user goals and tasks.
- Financial content was often jargon-heavy and not always structured to support quick understanding or confident action.
- The programme needed to deliver value iteratively through MVPs while also building a stronger foundation for scale.
My Role
I worked across strategy, structure and optimisation, helping simplify complexity and create clearer pathways through a large, evolving website ecosystem.
- Led discovery work through content audits, heuristic reviews, competitor analysis and stakeholder collaboration.
- Helped reframe content from product-led models to user-centred content models aligned to goals, tasks, needs and life stages.
- Contributed to navigation, page hierarchy and journey restructuring across multiple domains.
- Worked within and helped shape reusable content and design patterns to support consistency at scale.
- Embedded SEO and analytics into the content process to improve discovery, clarity and performance together.
Approach
- Aligned stakeholders on business goals, priorities, constraints and opportunity areas early in the process.
- Shifted the experience toward user-centred content models so offerings felt more relevant, relatable and actionable.
- Improved navigation, page hierarchy and end-to-end journey flow to create clearer pathways between related products and services.
- Standardised reusable content and design patterns to support stronger brand and interaction consistency.
- Used plain language, SEO and analytics to simplify communication and identify performance and optimisation opportunities.
- Balanced immediate MVP delivery needs with long-term strategic consistency and scalability.
Strategic Decisions
Moved from product-led to user-centred content models
I helped reframe journeys around what users were trying to do, not just how offerings were internally grouped.
Strengthened hierarchy and journey flow
Reshaping page structure and cross-navigation made it easier for users to find information and move between related offerings.
Simplified complex financial communication
Clearer messaging patterns and plain language reduced effort and supported more confident decision-making.
Embedded content into scalable systems
I helped treat content as part of reusable patterns and scalable models rather than isolated page-by-page copy.
Connected content strategy to performance
SEO and analytics were integrated into the process so clarity, discovery and conversion could be improved together.
The Outcome
The work helped create clearer, more accessible MVP experiences grounded in user needs while strengthening the relationship between content strategy, product positioning and business goals.
- 12,881 unique visitors across the Re-imagine performance period.
- 5,223 converted leads per month.
- 5% increase in conversions.
- 3% increase in overall traffic.
Reflection
This programme reinforced that MVP does not mean minimal thinking. Even in phased delivery, strategic content decisions can shape the direction of the product, create early clarity and establish stronger foundations for iteration, optimisation and scale.
Conversion Increase
5,223
Converted leads per month
40.5
%
Increase in conversions
3
%
Increase in overall traffic
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