Graphic Design
CORPORATE BANKING
WEBSITE REDESIGN
The reorganization of banking segments on the U.S. Bank website over time, without adequate focus on user experience receded to a slew of disparate features that made the experience slow & complex to use.
I was part of an ambitious project to redesign the Corporate & Commercial website for U.S. Bank, the fifth largest bank in the U.S.
*To comply with my non-disclosure agreement, I have omitted and obfuscated confidential information in this case study. All information in this case study is my own and does not necessarily reflect the views of U.S. Bank.
EVOLUTION OF U.S. BANK
The Corporate & Commercial banking website — merged in 2018, struggled to scale alongside the hyper-growth of the bank. Fundamental usability was challenged. Disparate content competed for focus and desired features were overlooked. User engagement reduced and bounce rates increased exponentially.
The Corporate & Commercial website had become obsolete and disjointed, leading to a fragmented and confusing user experience.
Commercial & Government as independent section (2010-2015)
Corporate & Commercial as sub-category under business banking(2015-2020)
Corporate & Commercial as independent section (2020-present)
PROBLEM
CHALLENGE
Redesign the website to create an intuitive and cohesive user experience that aligns with UX best practices and industry standards, and drives user engagement and lead generation.
THE CHALLENGE
ELEVATE THE USER EXPERIENCE IN 12 MONTHS
Our goal for the project was to improve the user experience of the corporate & commercial website. Our ambitions were to create a strong foundation that embraced UX best practices and industry standards.
Our high level goals were to:
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Make it fast and easy to use for prospective & existing customers.
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Improve the visual appeal and alignment with the brand image.
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Create a platform for deeper engagement and lead generation.
MY ROLE
I redesigned the corporate banking website for U.S. Bank as the Lead UX Designer between May 2023 and Oct 2024. I led two other designers, and worked alongside a user researcher, a content strategist, an SEO strategist, 2 developers, 2 AEM authors, a product manager, and a scrum master.
I was responsible for design strategy, research analysis, flow mapping, wireframing, prototyping, testing, visual design and stakeholder management.
MY DESIGN PROCESS
I advocated to follow the design thinking process for our website redesign to ensure that our design decisions are based on user needs, preference, and behaviors, leading us to craft an intuitive and effective user experience while meeting the strategic objectives and technical feasibility.
Visualization of my design process
EARLY RESEARCH
HEURISTIC ANALYSIS
COMPETITIVE ANALYSIS
USER INTERVIEW
USABILITY ANALYTICS REVIEW
STAKEHOLDER INTERVIEW
KICKOFF
INSIGHTS FROM THE DESK
At the outset of the project we didn’t have a clear mission or specific goals for the user experience. Without pre-existing insights, I partnered with another designer to gain a deeper understanding of the usability issues with the current site and the industry standards with which our website was not in compliance.
HEURISTIC ANALYSIS
I was surprised by the issues we found in the heuristic analysis. They revealed significant usability gaps such as complex navigation, unclear calls to action, inconsistent design and content overload.
Heuristic analysis in progress
Heuristic analysis results
*Data here is indicative, shown only for visualization purpose
COMPETITIVE ANALYSIS
The competitive analysis highlighted a slew of key features and trends that we were missing to leverage on such as featuring educational content including insights and reports, showcasing our strength, providing simple forms, utilizing visually rich media and more.
Competitive analysis in progress
Competitive analysis results
*Data here is indicative, shown only for visualization purpose
USER INTERVIEW AND USABILITY TESTING
OUTLINING THE TARGET USERS
Findings from the desk study helped us identify the feedback we needed from users, shaping the user interview process. I partnered with our researcher to conduct direct interviews with 7 corporate & commercial banking customers including c-suite executives, vice presidents and finance managers of companies with annual revenues greater $25 million.
User research goals and participant demographics
WHAT THE USERS TRY TO ACCOMPLISH
I focused on the specific jobs the users are trying to accomplish, which helped me understand the real needs and motivations of our users. Here are some of the many jobs I found.
JTBD: I need to explore various banking websites to find the best fit for my company's financial needs.
Desired outcomes:
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Maximize ease of access to relevant information and resources on the website
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Minimize the likelihood of experiencing frustration or confusion when using website’s features and functions
JTBD: I need to evaluate the strengths and weaknesses of banking partners to determine the most suitable option.
Desired outcomes:
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Maximize the depth of understanding by providing additional resources like articles and expert insights and client case studies
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Maximize access to personalized advice and information
JTBD: I need to receive ongoing support to maximize the products value.
Desired outcomes:
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Maximize accessibility and responsiveness of customer support through various channels
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Maximize access to personalized support
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AFFINITY MAPPING
I led the affinity mapping process to organize user research insights by identifying the common themes and generating actionable insights thats informed our design direction.
Affinity diagram outlining key themes
*Data here is indicative, shown only for visualization purpose
EXPERIENCING THE CURRENT SITE
We concluded our user interviews by conducting baseline usability testing with the users. We observed the users struggling with finding the information and links they were looking for, and they expressed a clear preference for streamlined navigation and a more intuitive interface.
USABILITY ANALYTICS REVIEW
WORKING BACKWARDS FROM PERFECT
Before I could jump into designing, it was crucial to assess the current site's health and define success.
ASSESSING HEALTH WITH ENGAGEMENT METRICS
I partnered with our data analyst to review user engagement metrics utilizing Siteimprove & Quantum Metric.
Prior to the redesign, success was solely measured by the rate of successful contact form submissions. To gain a comprehensive understanding of the site's performance, I evaluated additional metrics such as page visits, time spent on page, task completion rates, bounce rates and click-through rates on key calls to action. I also analyzed key pages for accessibility, quality assurance and SEO success metrics.
User engagement data revealed significant drop-offs before users reached level 2 pages containing detailed product and industry information. Halfway through the homepage, many users exited, with few scrolling to the bottom. Additionally, a substantial number dropped off before reaching the contact form, indicating potential issues with content relevance, layout, or usability.
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Quantitative analytics from SiteImprove and QuantumMetrics
*Data here is indicative, shown only for visualization purpose
STAKEHOLDER INTERVIEWS
SETTING THE BAR WITH STAKEHOLDERS
We conducted interviews with 9 corporate & commercial banking stakeholders including Segment managers, business and marketing executives, and digital strategy leads from various business lines. Our goal was to gain insights into their objectives for the website redesign.
Our stakeholders clearly communicated their needs to us. They aimed for increased user engagement to boost conversion rates, and emphasized the importance of enhancing UX strategy to ensure intuitiveness and consistency across the website.
Affinity Diagram highlighting the key themes from stakeholder interviews
*Data here is indicative, shown only for visualization purpose
DEFINING
PROBLEM STATEMENT
USER PERSONA
USER JOURNEY MAP
HOW MIGHT WE
DESIGN GOALS
PROBLEM STATEMENT
REFRAMING THE PROBLEM
Poor navigation and outdated design reduced user engagement leading to a high bounce rate
Continued expansion of the corporate and commercial website without prioritizing UX exacerbates the usability issues. The site features complex navigation, lacks educational & informative content, appears visually outdated, and fails to provide a personalized experience. Additional steps and efforts are required from the users to navigate the site which leads to frustration and wasted time.
USER PERSONA
BUILDING EMPATHY WITH THE USERS
We designed user personas with the goal to humanize the users beyond being a customer, and learnt about their goals, frustrations, motivations, and real-life challenges.
Our users wanted to increase their company's growth and enhance its financial performance. They needed to hire the right products for their organization and keep up-to-date with the industry trends. Pressed on time with their multiple daily responsibilities, they had to function efficiently and efficiently.
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User persona
USER JOURNEY MAP
WHAT THE USERS' JOURNEY LOOKS LIKE
I defined the user journey phases by aligning them with the desired outcomes. This helped me ensure that each step of the journey is purposefully designed to help users achieve their goals, improving user satisfaction.
User journey map
*Data here is indicative, shown only for visualization purpose
HOW MIGHT WE
"How might we help users find information effortlessly and in an engaging way?"
This begged the question, how might we help users find information effortlessly and in a an engaging way. We needed a meticulous approach to redesigning the website navigation, page layouts and visual elements to ensure usability and consistency across all sections of the website.
User stories
REDESIGN GOALS
GOALS FOR THE REDESIGN
I collaborated with two other designers to derive our design goals from the problem statement that ensured the implementation of good UX practices and enforcement of user needs across all sections of the website.
Provide users with an easier way to find what they need.
Provide information in a clear and easily digestible manner.
Provide the right kind of support to users when they need it.
PROJECT MAPPING
EARLY BRAINSTORMING
SOLUTION PRIORITIZATION
PROJECT ROADMAP
EARLY BRAINSTORMING
RAPID IDEATION: CRAZY 8S BRAINSTORMING
I conducted early brainstorming sessions with the product team including product manager, UX researcher, SEO strategist, content writer, designers and developers, using the Crazy 8s framework to rapidly generate solutions focused on the user poin points identified from the research. We identified key sections that needed improvement, and these discussion helped me prioritize the most impactful areas and shape the project roadmap, ensuring a clear plan for executing the redesign effectively.
Screenshot from Crazy 8s brainstorming session
QUICK SOLUTIONS
The brainstorming sessions led to quick solutions focused on simplifying the navigation, highlighting key pages and content, and aligning design with business goals. These rapid ideas provided a solid foundation for prioritizing tasks and driving early progress in the redesign process.
SOLUTION PRIORITIZATION
PRIORITIZATION
I prioritized sub-projects based on user pain points, business goals, and technical feasibility, ensuring the most impactful areas were addressed first. This approach allowed us to focus on high-priority tasks, such as redesigning the navigation menu and key pages, while allocating time for iterative improvements and future scalability.
Prioritization of navigation menu, homepage and contact section improvements
PROJECT ROADMAP
PROJECT ROADMAP
Based on the prioritized areas of improvement, I planned the project roadmap that provided a structured plan to guide the redesign process. It focused on key tasks such as revamping the navigation system and key pages, with clear timelines and milestones to keep project on track. This roadmap allowed us to manage resources efficiently while remaining flexible for iterative improvements based on feedback.
Project roadmap
DESIGN CASE STUDIES
This section presents a collection of case studies from the comprehensive website redesign project, illustrating the diverse challenges tackled and solutions implemeted. Each case study delves into the methodologies used, insights gained, and the measurable outcomes achieved, showcasing how our user-centered design approach enhanced functionality, improved user experience, and aligned with business goals across the entire website.
Support Section Redesign: Contact Page, Client Support, and Forms
Coming Soon