Case Study: A Major Bank’s New UX Approach to Product Pages

Our tasks

1. Analysing product pages and user journeys for five selected products, formulating hypotheses and recommendations for improving the UX.
2. Developing a creative concept and page designs for these products based on the analytics.
3. Creating banners based on the developed designs to promote the five products.
4. Developing a unified, scalable design system for future use on the website while maintaining the corporate identity and brand DNA.

Hypothesis Validation and UX Testing

Desk research was conducted on the selected pages using a standardized methodology. Hypotheses derived from the analytics data and content structure were tested and prioritized through remote, moderated usability testing on PCs. This phase allowed us to:
• confirm problematic interface elements,
• identify hidden UX errors in navigation,
• collect interaction metrics that influence conversion and satisfaction.

Creative solutions

Based on a comprehensive analysis of the market, competitors, and website analytics, we identified key UX barriers and developed creative UX/UI solutions for five products.

The design is based on the principles of a user-centered approach: decisions are made based on analytics data, UX tests, and interviews.

This concept combines the brand identity with common modern UX/UI interaction patterns used in financial services, while taking into account the business objectives of a major bank.

UI-Kit

To standardize design decisions, a UI Kit has been developed that defines the rules for using components, ensures scalability, and enables rapid hypothesis testing through A/B testing.

Design Approach

The design preserves the brand’s reliability while emphasizing ease of use and transparency, featuring thoughtful highlights, intuitive navigation, and the adaptation of the brand identity and design elements for the digital environment.

Result

We proposed a concept for a major bank’s revamped digital experience based on analytics, UX testing, and the Customer Journey Map (CJM).

This approach allowed the bank to use it as a foundation for further improving its product pages and scaling the design of its digital channels, while maintaining brand standards and enhancing the user experience.