Business Essentials UX Case Study
The Challenge
The business banking team at U.S. Bank needed a new webpage designed for the initial launch of their Business Essentials suite of business products. Serving as the landing page for the press release, its purpose was to increase brand impression, improve the customer experience and deepen customer relationships.
My Role
• Collaborated with content strategist and business line to determine best approach
• Lead the creation of wireframes and prototypes
• Utilized user research to assess customer pain points
• Presented design to broader UX team for approval and feedback
• Presented new design incorporating UX recommendations to stakeholders
• Worked with CMS editors to ensure quality implementation of visual and interaction designs
Design Process
Round one: Working closely with content writer to determine which type of page this would be, I developed two wireframes for business line presentation. One of the main goals of this page was to highlight the three pillars of the suite. I presented the business line with a vertical and horizontal layout of this section while highlighting the pros and cons of each for the business line to choose from.
Round two: Feedback from initial design meeting, along with edited content, were integrated into the design and a more refined mockup was produced. After several iterations of design and content, the protype was sent to the business line research team for user testing. After the feedback from the research team was incorporated, the content strategist and I presented our prototype for UX design review.
Round three: The final visuals and content were approved, and assets were provided to create the webpage. After a thorough QA and UX review of the staged page, it went live just in time for the press release.
The Results
The page launched in April of 2022. Since the creation of this single page the business line has made several iterations to it and expanded their content into a U.S. Bank business resource center. In 2022, U.S. Bank added approximately 190K Business banking clients across the country.
The landing page was also used in a marketing campaign to promote utilizing U.S. Bank when starting a small business.