Case Study: Streamlining Loyalty Platform for a Leading National Bank
Client: Premier national bank with a focus on business and consumer card loyalty platforms.
Challenge: The bank’s top executives were displeased with the existing design, particularly its inefficient use of screen space, especially on mobile devices. Users faced excessive scrolling, primary tasks were hidden below the fold, and the oversized images lacked value, detracting from the overall user experience.
Objective: Revamp the design to optimize screen real estate, enhance user experience, especially on mobile, and align with the bank’s vision for a seamless loyalty platform.
Role: UX Senior Director
Strategy & Approach:
- Performed a Heuristic Analysis to diagnose usability flaws.
- Conducted a Competitive Analysis to gauge industry benchmarks.
- Developed an Experience Strategy tailored to the bank’s unique requirements.
- Engaged in Client Workshops to align stakeholders and gather feedback.
- Organized Design Sprints to rapidly prototype and iterate solutions.
- Crafted clear Sitemaps and Flows to guide the redesign process.
- Developed Wireframes and Prototypes to visualize the improved design.
- Validated the new design through Remote Usability Testing to ensure user satisfaction.
Implementation:
- Established comprehensive style guidelines to maintain design consistency.
- Embraced a mobile-first approach to cater to the growing mobile user base.
- Prioritized primary tasks to be displayed above the fold, reducing the need for scrolling.
- Enhanced personalization features for a tailored user experience.
Platform: Digital, multi-branded platform
Results:
- A flourishing 12-year partnership with the bank, underscoring our commitment and value addition.
- Secured projected collaborations for the upcoming year.
- Expanded our scope of digital design services, fostering a deeper and more extensive relationship with the client.
Takeaway: With a meticulous approach and user-centric design, it’s possible to transform challenges into opportunities, fostering long-term partnerships and mutual growth.