Site + Navigation Redesign
U.S. Bank .com experience redesign
Evolve the navigation, digital brand and experience of the .com platform to support and deliver on a promise of 1 Amazing Experience.
Redesign Goals
Evolve the navigation, digital brand and experience of the .com platform to support and deliver on our promise of 1 Amazing Experience by:
- Improve navigation and way finding
- Align visual brand to the Master brand, the App and the Shield Design System
- Enable flexibility with a modular component system
- Build a managed, on brand system to enable business units to drive sales
- Ensure that we maximize design to be A11Y compliant
Redesign Process
Internal Data + Insights Research
I led the team to work with business partners and analytics teams to get a full understanding of how the customer was interacting with the current homepage.
- Analyze usage metrics
- Map metrics to goals
- Pull in customer feedback
Industry Insights + Research
To gain deeper insights across the industry, I pulled in and aggrigated insights from third parties.
- Industry benchmark reports
- MeasureU insights and studies
Competitive Insights + Research
To better understand our landscape, I pushed for the team to do a competitive audit of our major competition.
- Understand what prospective customers see and experience
- Walk the wall to look for trends at similar levels of the taxonomy
- Understand hierarchy and content strategy across sites
Co-creation + Ideation
Celebrate the diverse and powerful team, by having them help guide and direct future vision.
- Co-create with creative and business partners
- Build community and partnership with the excercise
- Have the core team vote on ideas to take and refine
- Have the design team think about a new space and build community with design-a-thon type exercise
- Ensure that we maximize design to be A11Y compliant
User Testing
To gain deeper insights across the industry, I pulled in and aggrigated insights from third parties.
- Gather deeper insights from customers to plot path of unmet needs
- Ensure we meet user needs
- Gather feedback to help polish concepts for maximum usability
- Understand the why behind user behaviors to help inform and balance core data
Design Before + After
Before
After