User flow analysis

About Santander

Santander, a prominent global banking group, is committed to empowering financial journeys. With a strong presence in international markets, Santander offers a range of banking and financial services. Known for its customer-centric approach, Santander strives to create seamless and innovative solutions.

Breaking the Bank: How Santander Created a Money-Spinning Loan Application Flow

Learn how Santander's user flow analysis together with GetWhy identified issues in its loan application form and addressed them for maximum conversion through customer insights.


As a leading financial service provider, Santander Finland was transitioning its service offering on its online portfolio. But there was a problem: large amounts of customers were dropping out during their online loan application process.

The challenge was clear: to improve the online application flow to reduce the drop-off rate through user flow analysis and create a best-in-class online application process.


Santander first probed its customers to get feedback on its existing flow with a flow optimisation test. After it collected insights from the first testing round, the bank went back to the drawing table, editing its flow and presenting it to a sample of non-Santander clients.

During each testing round, Santander received usability scores, which it used to benchmark the two flows.


Through iterative testing, Santander identified all highly critical issues in its flow and learned how to address them with precision and speed. Furthermore, by presenting it to a new audience, the bank discovered its new flow outperformed the old one in every single benchmark.


Your process made usability testing quite easy for us. Before, there was a lot of hassle in conducting user research, but your process and approach were much more useful and easier for us”

Usko Manninen, Digital Marketing Leader (Nordics) at Santander Consumer Bank – Nordics.

Santander launched a customer-inspired flow that made online loan applications much smoother. As a result, online transactions grew markedly. More than that, the bank has now integrated customer insights into its production cycle, helping it make customer-inspired, more successful business decisions in a fraction of the time.

Continue reading:

Share this story
This project was managed by
Anna Lilja Steensig

Anna Lilja Steensig

Head of Human Insights
More projects from Anna Lilja Steensig
Customer retention in banking

Customer empowered marketing: The strategy behind Sydbank ‘Favorit’

Increase newsletter subscribers

Insights That Matter: How Alm. Brand Increased Newsletter Subscribers by 20%

Product name testing - GetWhy

The Art of Naming: A Case in Market Resonance