ING Case 1 – Watchlist Rebrand

Context

  • Company: ING Germany (Retail Banking)

  • Year: 2025

  • Role: UX/UI Designer

  • Team: Myself, 1 UX Designer, Product Owner, Customer Journey Integrator

Problem

The Watchlist feature was underused because:

  • Onboarding was confusing.

  • Empty states gave no guidance.

  • Users didn’t understand the value of the Watchlist when starting.

Goal

  • Redesign the Watchlist to improve first-time user experience.

  • Provide guided onboarding for new users.

  • Use empty states to communicate value and encourage adoption.

Process

  • Research: Competitor analysis & feedback from ING users.

  • Concept: I created the first UX concepts for Watchlist onboarding and rebrand.

  • Design: High-fidelity prototypes including:

    • Empty States with educational content

    • Onboarding flows for adding the first stocks

    • Flexible table layout for stock comparison

  • Iteration: Refined with feedback from UX team and PO.

Solution

  • Empty States: Clear messaging to explain why Watchlist is useful.

  • Onboarding Flow: Step-by-step guidance for adding first items.

  • Table View: Flexible layout for comparing stocks with key metrics.

📸 Suggested Screens:

  1. Watchlist Before (empty).

  2. Empty State After (with guidance).

  3. Onboarding Flow (guided steps).

  4. Table View for stock comparison.

Outcomes (Expected)

  • Reduced drop-off during onboarding.

  • Higher Watchlist adoption among new users.

  • Improved user satisfaction.

My Contribution

  • Created concept and screens for onboarding & empty states.

  • Designed new Watchlist table view.

  • Worked closely with PO & UX Designer for validation.

Team Contribution

  • UX Designer: refinement & testing support.

  • Customer Journey Integrator: flow alignment.

  • PO: ensured business alignment.

Reflection

This project taught me the impact of onboarding and empty states on adoption. I learned how small design changes can dramatically improve first-time user experience