Financial Institutions Group

Serving customers for 200 years and counting, This Financial Institutions Group provides a broad range of banking products and services to more than 12 million customers. The goal was to provide a vision to customers, an organization that defines great customer experience and refreshing the brand expression.


Support their digital transformation process with the best and most up-to-date UX/UI practices, trends and research for all their digital assets.

What I did

  • Setting goals and objectives 
  • Stakeholder interviews 
  • Establishing key audiences
  • Building personas
  • Creating scenarios
  • Creating user journeys and stories
  • Creating site maps
  • Content audit and inventory
  • Creating experience maps
  • Conducting UX research
  • Conducting competitive research
  • Low-fidelity prototypes
  • High fidelity prototypes
  • Creating wireframes
  • High-fidelity design
  • Usability testing 

 *sample, does not reflect actual data 

Company -  Financial Institutions Group 

Year - 2017 - 2019 

Type - UX, Web 

Setting Goals and Objectives

What are the website and Apps about? 

This is corporate websites for North America's largest bank and the world’s 8th by total assets. Digital portfolio is split between the public website that provides their clients with relevant information and the online banking platform, that offers banking solutions.

What are the goals of the Websites and Apps?

The goal of the websites and apps is to provide an integrated solution for the digital transition applying latest trends, technologies and the optimal user experience. 

Who are the users of the site?

Primary audience: Low, medium and high value customers.

Secondary audience: Non-Customers and ex-customers 

The stakeholder has the best idea of what the project is all about, that’s who I normally start asking the questions, It’s better to put everything down on paper based on objective and goals, that will be the guiding line for the project’s development


Conducting Interviews:

Conducting interviews is essential in gathering information, throughout the years I’ve learned that the better you get at this the more useful the information will be. Knowing how to structure your questions, how to listen and how to be grateful is the key.

Establishing Key Audiences:

Non customer | low value customer | medium value customer | high value customer | ex customer

It’s vital in project’s development to have a well-defined audience, that will ensure that all of the design, functionality and content decisions are targeting the right people, there are many business examples that have failed because of not understanding their audience.


Creating Scenarios:

The easiest way to understand behavior is through scenarios, identifying a users goals and needs and their following action steps will lead you to truly understanding why and how a user is using your product. That represent the building-block for the project development.


Creating User Journeys and Stories:

A person’s experience during one session of using a website or application, consisting of the series of actions performed to achieve a particular goal is called a user journey. We use this technique to identify and catalogue all interactions that the user might have with the platform.


Creating Sitemaps:

A site map describes the different content pieces on the site and the relationship between them. It is an important step of the user centered process as it ensure content is in places users would expect to find it.


Creating Experience Maps:

Experience Map is an important design tool to understand a product/service interactions from users’ point of view. One experience map is basically a visual representation that illustrate users’ flow, their needs, wants, expectations and the overall experience for a particular goal.


Competitive product research:

Competitive analysis is used to evaluate how a given product’s competition stacks up against usability standards and overall user experience, it also helps understand how the major competition in your space is handling usability.


Conducting Research:

UX research serves many purposes throughout the design process. It helps us identify and prove or disprove our assumptions, find commonalities across our target audience members, and recognize their needs, goals, and mental models.


 Low-fidelity prototypes:

A prototype that is sketchy and incomplete, that has some characteristics of the target product but is otherwise simple, usually in order to quickly produce the prototype and test broad concepts.


Creating Wireframes:

A wireframe specifically focuses on space allocation and prioritization of content, functionalities available, and intended behaviors, it allows you to determine the information hierarchy of the design while making it easier to plan out the content and user experience.


 Conducting Usability Tests:

In order to make a good decision about both design and implementation you need data about how people use designs, and the only way of gathering this data is through usability testing.

Project Outcome

Improved overall accessibility and usability, Healthy & steady traffic growth since launch, Low overall bounce rate & healthy average time on site indicates good visitor retention, Responsive design success revealed in low mobile traffic bounce rate, In page analytics and click tracking indicates successful navigation.