GLOBAL BANK DIGITAL EXPERIENCE
Team: 5 | Duration: 12 weeks | Read time: 10 min.
*Since this is a confidential client project, information put on here is brief and occasionally blurred out. Connect with me to know more in detail!
Across the brand, digital sites had developed organically and were not aligned to a common and centralized strategy or infrastructure. The variation in sites resulted in fragmented customer experiences, navigation challenges, and inconsistent messaging on brand and value proposition.
The business needed to:
Define a unified experience that expresses the brand’s International offerings
Identify a common design system to build solid architecture from
Develop standards for experience architecture within individual domains
Develop an implementation plan to illustrate how to achieve architectural goals
I was the lead UX Designer on this project and my role involved everything from discovery to testing, whilst collaborating closely with our UX Director, Project Manager, Product Owner and client team.
Current State Analysis and Best-In-Class Examples
We first reviewed the current state of 12 existing digital properties - specifically in areas related to layout and structure, brand messaging, and visual design - to determine what is working well, what could be improved, and to lay the groundwork for any additional work streams. We also reviewed key competitors and provided best-in-class examples to help understand who is already doing a good job out there.
We synthesized learnings from over 35 stakeholder interviews via direct feedback into initial business, technical and user requirements and created an interview guide to understand user and business needs. We finally compiled all the feedback and drew out insights followed by design recommendations.
Sitemap to Define Templates and Components
Inconsistency in the existing architecture needed to be streamlined since there were many similar page structures among the 12 sites that were not following a template. Creating a sitemap defined how all the different properties could be consolidated to form one cohesive structure in the form of a defined set of templates and components.
Based on research conducted by our team and the client team, we created 4 user profiles based on professionals who potentially use global banking services to conduct their businesses. This included an intense whiteboarding session during which we identified their goals, needs and tasks to help us inform our strategy and create features and functionality based on that.
Using the global profiles, we created 4 scenarios to understand how potential users would go about using the consolidated site to reach their goals. This helped us visualize the different entry points and features required to cater to users with varying needs.
Iterative Design and Testing
Since we had to consolidate around 12 sites into one global structure, our approach was to design the templates that we identified via the sitemap. Once the templates were designed, they would provide a foundational structure for individual pages to follow based on which template they belonged to.
In this iteration, we designed based on information we got from the discovery phase. We created templates for the landing page, product page, product detail page, industry-specific page, region-specific page and a solution-specific page.
We recruited 10 participants who aligned very closely to the potential users and used a testing platform to conduct 60-minute semi-structured interviews and prototype review with each recruit. Each interview had one interviewer and multiple note-takers. Testing helped us understand their experience and banking needs, following which we had them interact with our prototype and think aloud as they clicked through. We asked open-ended follow up questions about their overall experience with the design.
User Testing Analysis and Findings Report
All the notes were shared across the team and consolidated into one document. The notes were scanned and grouped into high-level themes according to the similarity and frequency in types of content.
At a high level, some of the themes included:
Getting users to their goal quickly
Increasing the number of testimonials and proof points
Enabling users to get in touch with an expert really quickly
Tailoring the experience for both big and small businesses
Need for a stronger value proposition
Personalizing the experience to make it easier for users to find information
Final template designs
After synthesizing user feedback using the themes and quotations from our interviews, we updated our designs accordingly to reflect that.
Packaging and final delivery
We handed off the templates in the form of a template and component library that could be used as a toolkit by the client team to pull different items from, as and when relevant. This included templates with annotations as well as components with their different versions based on how they need to be used.
In this timeframe, we managed to:
Streamline the architecture from 12 individual sites to 1 structure using templates and components.
Understand what potential users want and why and design in a highly human-centered manner.
Make doing business with the brand easier for customers in the future.
Make the design and experience consistent, responsive and modular such that it is easy to implement and update.
Strike a great client relationship and build trust in a manner that they brought us on board for the next phase as well.