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CORPORATE & COMMERCIAL

WEBSITE REDESIGN

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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.

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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.

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The evolution of the U.S. Bank website's information architecture over past 20 years (previous to current)

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:

  1. Make it fast and easy to use for prospective & existing customers.

  2. Improve the visual appeal and alignment with the brand image.

  3. Create a platform for deeper engagement and lead generation.

MY ROLE

I led the redesign of corporate & commercial website between May 2023 and May 2024. I collaborated with two other designers, and worked alongside a user researcher, content strategist, SEO strategist, 2 developers, 2 AEM authors and 2 Product Managers.

I was responsible for design strategy, research analysis, flow mapping, wireframing, prototyping, testing, visual design and stakeholder management.

KICKOFF

PICKING UP THE PIECES

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. 

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INSIGHTS FROM THE DESK

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.

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. 

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EARLY INSIGHTS

BUILDING EMPATHY WITH 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. Our goals were to understand the overall jobs to be done so we can define the vision for new UX, and gain a deeper understanding of the user needs, pain points, and behaviors.

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User persona of our customer derived from the user interview

EARLY INSIGHTS FROM THE USERS

I lead the affinity mapping process to organize our research findings and identify key themes. Users expressed a clear preference for streamlined navigation and a more intuitive interface.

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DEEPER INSIGHTS

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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Data here is indicative, shown only for visualization purpose

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.

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REFRAMING THE PROBLEM

POOR NAVIGATION & OUTDATED DESIGN CAUSE REDUCED USER ENGAGEMENT & 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.

"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. 

I collaborated with two other designers to break down the project into phases and set priorities based on the business objectives and user needs. Aligning on the UX design process and standards, we each took charge of specific sub-projects while ensuring a collaborative design process.

Some of the more important projects that I was a part of include: 

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Lead designer            Secondary designer

SITE NAVIGATION REVAMP

GIVING USERS AN EASY STARTING POINT

The merger of the two banking sections - corporate and commercial, called for an expansion of the navigation menu. Adding more categories & items to the menu over time without UX considerations resulted in a confusing and inefficient user experience.

 

I led the revamp of site navigation to enhance the user experience and accessibility. My design process involved: 

Competitive analysis > Baseline usability testing > Journey mapping > Card sorting activity > Ideation with SEO strategists > Mid- fidelity mockups > Stakeholder review > Usability testing > Prototyping 

"HARD TO FIND RELEVANT CONTENT"

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Too product centric with no educational content

Users perceived the menu as merely a list of products and felt less connected and engaged with the site.

 

They expected to gain insights into the bank's values, culture, and strengths. They wanted evidence of industry knowledge and expertise, otherwise they doubt the bank's ability to meet their needs. 

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Too many clicks required to get anywhere

Users struggled to find the homepage for corporate & commercial in the nav menu, and were annoyed when they had to click through thrice to get to it.

They expected the homepage link and other landing pages to be easily accessible, and didn't want their flow disrupted at the beginning of their journey.

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Redundant categories causing clutter

Users felt confused by the unclear distinction between some duplicative categories like 'Treasury & payments' being repeated twice in the nav menu. 

They expected a clean and well organized menu, and didn't want to bear the cognitive load of clarifying the purpose of each menu item to find what they need.

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Misleading labels causing frustration

Some labels were misinterpreted by the users such as  'Industry Expertise' which they believed was a section dedicated to industry specific insights, whereas it listed the industries the bank serves.

They expected to not make mistakes by clicking on wrong links and quickly find what they need.

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Repetitive sections causing confusion

Users felt confused by the unclear distinction between some duplicative categories like 'Treasury & payments' being repeated twice in the nav menu. 

They expected a clean and well organized menu, and didn't want to bear the cognitive load of clarifying the purpose of each menu item to find what they need.

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 More Coming Soon 

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