Case Study
Transformative Redesign of a Complex Product
In an era where digital banking is the norm, Sterling International Bank faced a critical challenge: its legacy financial products were losing market share due to cluttered interfaces and low user satisfaction. This case study showcases how a human-centered design approach transformed their digital presence, particularly for small business customers, resulting in increased engagement, user satisfaction, and market share.
Challenge
Sterling International Bank's small business financial products were struggling with:
1. A legacy system with a cluttered, unintuitive interface.
2. Low user satisfaction scores, particularly among tech-savvy customers.
3. Declining market share as competitors offered more personalized experiences.
4. High customer support inquiry rates due to confusion with the existing interface.
Strategic UX Design
Our focus was on revitalizing the small business financial products suite, which had been identified as a key growth area.
I spearheaded a comprehensive redesign initiative, focusing on:
User-Centric Redesign
Cross-Functional Collaboration
Innovative Technology Integration
Data-Driven Optimization
Approach
User Research and Analysis
Our team conducted extensive user interviews and surveys with small business owners
Analyzed market trends and competitor offerings
User Persona and Journey Mapping
Developed detailed user personas representing different types of small business customers
Created comprehensive journey maps to identify pain points and opportunities
Vision and Prototyping
Crafted a 'north star' vision for a personalized recommendation engine
Designed and prototyped new features, focusing on customization and ease of use
Iterative Testing and Refinement
Conducted multiple rounds of user testing
Refined designs based on user feedback and quantitative data
Set KPI Targets
Via brainstorming sessions or workshops, we facilitate idea generation for brand stories and marketing initiatives that will resonate with target audiences.
Interactive Elements
To bring the concept to life, we focused on three key areas:
Customizable Dashboard Design
Allowed users to personalize their dashboard with relevant widgets and quick actions
Implemented drag-and-drop functionality for easy customization
Enhanced Business Main Landing Page
Optimized navigation to increase engagement
Streamlined customer journeys with clear calls-to-action
Implemented a clean, modern design aesthetic
Frictionless User Journeys
Developed intuitive user flows for common tasks like account opening, loan applications, and fund transfers
Implemented smart forms with auto-fill capabilities to reduce data entry
Obsidian User Flow
Our design strategy focused on creating a distinct visual identity for Sterling International Bank
Color Palette:
Adopted a vibrant yet professional color scheme, using deep blue as the primary color to convey trust and stability, accented with energetic orange to represent innovation and friendliness.
Typography:
Selected a clean, modern sans-serif typeface for headings to convey professionalism, paired with a highly legible serif font for body text to ensure readability across devices.
Visual Language:
Developed a consistent icon set and illustration style that was both friendly and finance-appropriate, helping to guide users through complex processes.
A/B testing roadmap
Managed the A/B testing roadmap and conducted user research to optimize the customer experience with cross-functional teams to drive business growth and enhance digital presence.
Memorable Experience
The project culminated in a unique "Financial Health Score" feature, which provides small business owners with a dynamic, real-time overview of their financial status. This innovative tool not only sets Sterling International Bank apart from competitors but also empowers users to make informed financial decisions. The feature uses machine learning to offer personalized insights and recommendations,
creating a "financial GPS" for businesses.
creating a "financial GPS" for businesses.
This groundbreaking approach to personal business finance management became a talking point in the industry, positioning Sterling International Bank as a forward-thinking institution that truly understands and caters to the needs of modern small business owners.
Enhancing the landing page experience
Optimization of navigation and design to increase engagement, streamline customer journeys and increase overall digital channel effectiveness.
Cross-functional collaboration between Brand design, Strategy, and Technology teams
UX driving innovation within a traditional banking structure
Inclusive design expertise, ensuring accessibility for all users
Data-driven decision making, balancing user needs with business objectives
Ability to translate complex financial concepts into intuitive digital experiences
Omnichannel is a business strategy
Frictionless User Journeys
Strategy that aims to create a consistent and seamless customer experience across all channels and device to implement UX solutions that streamline user journeys across various banking and investment products.
This translates to increased efficiency, user satisfaction, and ultimately, higher adoption rates.
Results
The redesign yielded significant improvements across multiple metrics:
Increased user adoption by 18% within the first quarter post-launch
Reduced customer support inquiries by 15%, indicating improved usability
Increased user satisfaction scores by 25% among small business customers
Regained 10% market share in the small business segment within 6 months
Achieved WCAG 2.1 AA compliance across all digital products. *WCAG 2.1 AA compliance is a set of guidelines that ensure digital content is accessible to all users, including those with disabilities.
