Designing clarity at scale through data-driven experiences
KBC
Context
KBC is one of Belgium’s leading banking and insurance companies, with a strong focus on customer experience. But at scale, even small frictions matter. Data showed where users dropped off on the homepage, on product pages, and even in navigation. The challenge wasn’t just improving conversions. It was doing so without compromising the overall experience.
Design
Working within the Conversion Rate Optimization team, the focus was clear: remove friction by understanding behavior. We redesigned key parts of the experience through continuous testing and iteration. Each decision grounded in data. Each iteration tested, refined, and improved.
The homepage became personalized, and tailored to different audiences. Making it easier for people to find what they need from the first interaction. The navigation was restructured using card sorting and tree testing, creating a clearer, more product-oriented experience across desktop and mobile. Product pages were redefined based on four behavioral types, aligning structure and content with how different people think, decide, and act.
+78%
Lift on started simulations
+32%
Downloads to the KBC Mobile app
-12%
Exits on the page
+95%
Overall confident rates
Results
A more intuitive and personalized experience across the platform. Higher engagement. Clearer navigation. And product pages that guide people naturally towards action. Conversions increased significantly, with fewer drop-offs and more users completing their journey.
Because when experiences match how people think, they work.
