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To kickoff the project, leadership hired an external design firm to help us out. Unfortunately, it didn't work out quite so well with the external team's designs, so the majority of the project got put back into my (and my team's) hands. Luckily, I call that an opportunity to show leadership how I can deliver better results.
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When stakeholders put the brakes on testing, I got creative. Instead of throwing in the towel, I turned to competitor analysis and dusted off old research data. It wasn't ideal, but when are things ever ideal?
I developed three concepts aiming to balance fresh appeal with traditional, classier elements.
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Concept 1 emphasizes quality photography, large images, and serif fonts for headings. An emphasis on typography, white space and lines, and custom illustrations gives a high-end look.
Concept 2 conveys a clean and tech-savvy feel. I noted to be careful to avoid feeling sterile and cold. More of an opportunity to add subtle contrasts.
Concept 3 is the starting point for the brand redesign. I wanted to emphasize modernity, friendliness, and uniqueness with this one. It would also help cater toward a younger demographic.
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I finally got to put my designs in front of real people. The final IA, as you will see below, is based on the card sort and tree test that I ran. Those tests allowed me to create logical groupings where non-bankers would naturally look for stuff.
The old navigation was difficult to use: Users had to hover to open the sub-nav, causing errors when not precise enough with the mouse.
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Early navigation designs show a disconnect between the top and bottom sections, and a lack of bold color. I needed to tie the Personal and Business top tab section with the bottom navigation. I also needed to portray strength and stability by adding more color.
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The earliest version showed a small dropdown menu, which lacked robustness and made the bank seem smaller. I wanted to add the mega menu to give the bank a stronger presence and show more of its offerings.
I simplified the desktop experience for mobile, focusing on:
Examples of mobile navigation initial design concepts.
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No more afterthought for accessibility! I put accessibility controls front and center with high contrast for visibility and added hidden close buttons for keyboard users.
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Ease of accessibility in the navigation.
I used analytics data to make the decision to merge three separate footer sections into one logical, streamlined unit that prioritized frequently used links.
I focused on making users feel supported at every stage of their financial journey. I used friendly, human-centered imagery and simplified service categories to guide users toward solutions that fit their everyday needs. This design emphasizes clarity, empathy, and action.
My goal with this page was to position the bank as a true partner for business owners. I created a streamlined structure that highlights tailored financial tools and services, while integrating helpful features like the analyzer quiz to support smarter decision-making.
I designed this page to make wealth management feel approachable and clear. I segmented services based on user needs, like how much they have to invest, to guide customers down the right path.
We built a collection of new modular and responsive blocks to re-use across the site. The three homepages serve as the cornerstone of the new design; the blocks allowing for efficient page building and a cohesive experience.
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By the end of the project, we had transformed Central Bank's digital presence from a confusing labyrinth into an intuitive, cohesive experience that balanced tradition with innovation.
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