The button that
redirected 1.01 million
calls.
A small UI change. A very large reduction in unnecessary phone calls.
ING's contact centre was receiving a high volume of calls from customers wanting to complete tasks they could have done themselves in the app. 77% of those callers had already tried to self-serve first — they just couldn't find where to go.
Working with UX and PACE, we identified the root cause: the account management entry point was hidden behind a small chevron icon — easy to miss, impossible to intuit. The fix was deceptively simple. Replace the chevron with a clearly labelled "Manage" button. The impact was anything but small.
The contact centre told us what the data couldn't
The starting point was a spike in contact centre call volume around account management tasks — customers calling to increase daily spending limits, check account settings, and complete tasks that already existed in the app.
Research with over 2,100 ING customers revealed something important: this wasn't a lack of features. 77% of callers had already attempted to self-serve through ING channels before picking up the phone. The app had what they needed. They just couldn't find it.
Of callers tried to self-serve first
Customers included in research
Top call driver: increase daily spending limit
A chevron is not a call to action
Looking at the existing account screen, the entry point to manage account settings was a small chevron — a directional icon that offers no affordance, no label, no signal that anything useful lives behind it.
For customers who knew ING's app well, it was fine. For anyone trying to find something specific under pressure — wanting to increase their spending limit before a big purchase, for example — it was invisible.
The problem wasn't missing functionality. It was a discoverability failure. Customers couldn't see what they needed because we hadn't made it visible.
Replace the invisible with the obvious
The design solution was intentionally restrained. Rather than a large-scale redesign, we introduced a clearly labelled "Manage" button — positioned prominently on the account screen alongside the existing Pay button, using ING's established button component from the design system.
The decision to keep it within the existing design system was deliberate. A quick win needed to ship fast and confidently — not introduce new components or patterns that would require extended review cycles. We worked within what existed and made it work harder.
Shipped in 14 days. Results on day one.
The feature launched on 27 November 2023. Within 14 days: 143% increase in manage functionality usage on launch day, +88% clicks on the Manage button versus the old chevron, +52.5% sustained increase in manage button use, and 1.01 million self-service tasks completed.
Beyond the numbers, the insights from this project fed directly into other strategic initiatives — Project Alpha, SCAMs awareness, and more. A quick win that became a foundation.
143% increase on day one. 1.01 million tasks. One button.
The Manage button launched on 27 November 2023 and the impact was immediate. A 143% increase in manage functionality use on launch day alone — followed by sustained gains over the 14 days post-launch.
More than the numbers, this project demonstrated something important about how good UI decisions compound. A single, well-reasoned change — grounded in real customer research — reduced contact centre load, improved self-serve rates, and generated insights that fed into broader strategic work across ING.
"Insights used in other strategic projects, including Project Alpha, SCAMs awareness & more."
— ING internal outcome report