46M views and counting: How Nationwide delivers knowledge to 12,000 users with Refined Sites
Tailored, user-aware sites ensure each audience – staff, mortgage advisors, new starters – can quickly access the right knowledge without distraction.
With Refined’s tools, Nationwide cut site re-branding time from six months to just one day, with no dev work required.
Refined Analytics and hands-on support helped optimize content based on real usage and user feedback.
With Refined Sites for Confluence, Nationwide built a flexible knowledge platform used by 12,000 frontline colleagues – reaching 2 million views a month and enabling faster content delivery, training, and support.
A knowledge platform to serve 12,000 frontline support colleagues
Nationwide, a major banking and financial services provider, was transitioning its internal knowledge platform to Confluence in order to better support its customer-facing teams. But simply moving to Confluence wasn’t enough.
Serving millions of members across the UK, Nationwide relies on 12,000 frontline colleagues to deliver high-quality customer support. As they transitioned to Confluence for their internal knowledge base with the help of Refined solution partner Adaptavist, they quickly found that a one-size-fits-all site couldn’t meet the distinct needs of teams handling everything from general service to complex mortgage cases.
Meeting the needs of diverse user groups
The team needed a way to structure and present content for different user groups – from new starters to mortgage advisors – while maintaining a clean, intuitive interface. Customizability, scalability, and ease of use were non-negotiable.
The Refined knowledge management solution
To meet these goals, Nationwide turned to Refined Sites for Confluence and Macro Toolkit, building four (and counting) tailored knowledge sites:
- Main frontline site – Hosting over 1,000 knowledge assets, this site supports all frontline colleagues.
- Two mortgage service sites – Built to handle more specialized, regulated content, these sites support staff handling mortgage services and compliance-sensitive topics. Separating this content into its own spaces ensured clarity, prevented information overload, and met internal governance requirements.
- New-hire onboarding site – After seeing the early success of their first two sites, the team developed a third Refined site from the ground up to support onboarding. It delivers a streamlined, guided experience for new employees, helping them find essential training materials and ramp up quickly.
We needed microsites that were customizable depending on the audience. The platform had to look fresh and be easy to use.
Designing for simplicity, scalability, and speed
Each site was designed to deliver a user-friendly Confluence experience and consistent branding, while remaining easy for the content team to manage and scale.
With thousands of daily users, Nationwide needed a platform that was easy to manage and intuitive for end users. Refined’s capabilities made it possible to create polished, on-brand experiences that felt like a natural extension of Nationwide’s digital environment – enabling easy adoption across user groups. Just as importantly, the platform could evolve over time with minimal maintenance, giving content owners full control with no need for developer support.
Hands-on guidance at every stage
From the start, collaboration with Refined played a key role in the rollout. The team worked closely with Refined’s support and success teams to configure key features, streamline workflows, gain answers to all manner of questions, and ensure that each site met both technical and user experience standards.
Transforming the way Nationwide delivers and updates content
Since launch, Nationwide’s Refined-powered sites have seen outstanding engagement and operational improvements.
These gains were driven by a powerful set of features and tools:
- Tabs macro – This macro in Refined Toolkit broke down long, complex pages for easier user navigation.
- Landing page editor – The Page Builder enabled instant updates, playing a key role in dramatically speeding up brand deployment.
- Custom CSS and analytics – Empowered the team to stay on-brand and data-driven.
- Refined Analytics – In beta at the time, this feature delivered actionable insights into user behavior with zero setup.
- Refined support team – Critically, support provided timely responses and expert guidance throughout.
We were able to apply a completely new brand refresh to 3 sites, about 30 landing pages, within a day.
A scalable, user-friendly solution that keeps improving
Nationwide’s success story shows how flexible, user-friendly sites can transform internal knowledge delivery – particularly when teams are empowered to control and optimize content themselves.
Personalized sites empower different user groups with the right content at the right time. The ease of editing reduces content deployment time dramatically – from months all the way down to literally days. At the same time, working closely with Refined’s support team and leveraging tools like Refined Analytics helped Nationwide continuously fine-tune and improve their platform to better serve their users.
Looking ahead, the team plans to deepen its use of Refined tools to further evolve its knowledge platform and deliver smarter onboarding, better training, and content shaped by real user behavior.
The Refined team have been incredible.
Make knowledge accessible with Confluence and Refined
More stories
Try Refined free for 30 days
