CONSUMER APPLICATION DESIGn

Project: The scope was to update the UX within the bounds of existing features, enhancing the overall UI while also addressing key customer usability pain points

Role: Digital product manager, project manager, client side UX lead, customer insights lead, prototype development team lead

Approach: Leveraged a user-centered design approach; evaluated the existing website, leveraged customer insights from research and operations data, developed wireframes, directed usability testing, created UI specifications including style guide and iconography, developed marketing and operations KPIs to measure success

Key Considerations: The existing IA was embedded in the vendor BSL and could not be modified; within that constraint the focus of the preferred future was to enhance overall usability, increase online conversions, and reduce customer call-center questions and complaintsvolume

Results:

Implemented a bespoke Helvetica font and the corporate color palette in driving brand consistency and recognition
Positively influenced customer usability in most-used site functionality; testing proved a 32% improvement in customer call-to-action certainty
Created page to page connectivity within processes, forming a continuity in workflows to better progress customers in sequential steps and reduce confusion
Added 'air' to the overall design and introduced a gray background to improve overall usability and reduce customer eye strain
Added Legal / Compliance disclosures as needed to accommodate a changing regulatory environment
Leveraged the official 'Member FDIC' logo in the footer, as this is a known influencer of customer banking confidence and opening deposit amounts
KPIs on UX redesign after the first six months: Campaign conversions increased 7% for net-new money deposits; month over month call-center website questions/complaints down 9%