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Corporate & Commercial

Website Redesign 

UX DESIGNER

MY ROLE

User Experience Designer

TEAM

1 product designer, 1 visual designer,

1 user researcher, 2 developers

DURATION

April 2023 - May 2024     

MY RESPONSIBILITIES

PROBLEM

The Corporate & Commercial Banking (CCB) website of U.S. Bank is facing usability challenges stemming from the merger of the Corporate Banking and Commercial Banking websites without adequate focus on user experience(UX), resulting in a subpar user experience, leading to low engagement and high bounce rates. 

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. 

MY DESIGN PROCESS

I advocated to follow the user-centered design process for our website redesign to ensure that our design decisions are based on the needs, preferences, and behaviours of the commercial banking customers.

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RESEARCH

Stakeholder Interview | Competitor Analysis  Heuristic Analysis | User Interview 

At the outset of the project we didn’t have a clear mission or specific goals for the site's user experience. Without pre-existing insights, I partnered with our researcher to gain a deep understanding on the usability issues, industry standards, and business objectives before starting the redesign project. Understanding user persona, pain points, needs, and behaviors was crucial for creating a successful website.

OUR ASSUMPTIONS

We developed our assumptions before conducting research to establish a starting point for the investigation, but these were validated or disproved through user research to ensure design decisions are based on real user needs.

➡️  Navigating through all pages is challenging

➡️  C-level suites prefer to do thorough research before signing up as a customer

➡️  C-level suites are pressed on time and want to accomplish their tasks as quickly and easily as possible

HEURISTIC ANALYSIS

I conducted a heuristic analysis assessment across all the sections of corporate & commercial site to review current violations of usability standards on the current site. The inconsistencies that resulted form the merger of the two banking segment's website were evident as I discovered a total of 149 violations, with consistency and standards ranking the highest.

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COMPETITOR ANALYSIS

We reviewed several competitors to understand what our competitive landscape was doing. We reviewed direct competiors including traditional banks like JP Morgan, Wells Fargo, and PNC and indirect competitors including fintech companies such as PayPal, Venmo, and Stripe.

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I collaborated with the researcher to gather insights from 7 corporate & commercial banking stakeholders. I was responsible for taking notes during interviews, creating the affinity diagrams to organize data, and analyzing common themes.

STAKEHOLDER INTERVIEWS

OBJECTIVES

➡️  Understand stakeholder needs and goals for redesign

➡️  Understand pain points and challenges of current site

➡️  Identify the target user groups and key competitors

➡️  Align on project objectives and success metrics

STAKEHOLDER IDENTIFICATION

Segment managers, business and marketing executives, and digital strategy leads from various CCB business lines.

KEY FINDINGS & COMMON THEMES

➡️  UNINTUITIVE NAVIGATION

Stakeholders expressed frustration with the current website's complex navigation & lack of clear hierarchy, leading to difficulty in finding information. 

➡️  OUTDATED VISUAL DESIGN

There was a consenses among stakeholders that the website's visual design is outdated and does not reflect the bank's modern brand image.

➡️  OUR STORY NOT CONVEYED

Stakeholders perceived the current website as overly product focused, lacking in storytelling, and failing to convey the bank's credibility and strengths effectively. 

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I partnered with our researcher and another designer to gather insights from 7 corporate & commercial banking customers. We collaboratively created the moderation guide, took notes during the interviews, created the affinity diagrams, and analyzed insights to derive user personas, problem statement and how might we statements that guided our design decisions and direction.

USER RESEARCH

GOAL

To gain deeper insights into the current user experience including user needs, pain points, and behaviours to guide the website redesign.  

OBJECTIVE

Conduct in-depth interviews to uncover insights to improve the CCB website usage to better meet user needs and expectations, while optimizing the customer experience. 

HYPOTHESIS

By leveraging user feedback for website optimization, it will enhance customer satisfaction and engagement, resulting in higher retention and product utilization.

METHODOLOGY

Conducted 1:1, 60 minute interviews via Microsoft Teams.

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RESEARCH ANALYSIS

AFFINITY MAPPING

I lead the affinity mapping process to organize user research findings, develop user personas, identify key findings, and generate actable insights that informed our design direction. 

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USER PERSONA

We created personas to humanize the users, and be able to design with empathy and tailor solutions that truly address users needs.

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 More Coming Soon 

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