Family Bank Website

Redesigning the website with the customer in mind.

Context

Introduction

Family Bank, one of Kenya's fastest-growing banks, faced a critical challenge - an outdated website design that hindered its competitiveness against rivals in the banking industry. To maintain their position in the market and improve customer engagement, we embarked on a website redesign project focused on user-centric solutions and effective communication to convert visitors into loyal customers.

My Role

In this project, I played a crucial role in various stages. I spearheaded the user survey, crafted high-fidelity mockups, wrote engaging UI copy, and developed static HTML templates to be integrated into a customized content management system.

Process

Research

To gain valuable insights into customer experiences with banking websites, we conducted a comprehensive survey. Our findings revealed that 36% of respondents visited their bank's website weekly. We explored what users liked and disliked about their current banking websites.

Q: What do you like about your bank's website?

Q: What don't you like about your bank's website?

Findings

Based on the survey results, we identified four key touchpoints significantly influencing user interactions:

• Ease of use
• Speed
• Mobile responsiveness
• Design

Website Audit

Conducting a detailed audit of Family Bank's existing website, we pinpointed several challenges affecting the identified touchpoints:

• Complex navigation: Users required more than three clicks to access product or service details.
• Lack of mobile responsiveness: The website did not adapt well to mobile devices.
• Inconsistent branding: Colors and fonts deviated from the company's brand guidelines.
• Content issues: Lack of concise and informative information on products and services.
• Slow loading speed: Pages took an average of 10 seconds to load.

A snaspshot of the website at the time of briefing

Understanding the Customer

To build empathy and create better user experiences, I developed customer journey maps and defined key personas.

Rebuilding the Site Navigation

With a focus on reducing user frustration, we revamped the website navigation, minimizing the number of clicks required to access products and services.

Navigation structure for personal banking

Navigation structure for business banking

Designing the Solution

Using Adobe XD, I designed high-fidelity mockups that captured a cohesive and visually appealing user interface. These mockups were then converted into static HTML templates, ready for integration into the content management system.

Grouping similar items in a "megamenu"

I designed the navigation to adapt to mobile devices

Rewriting Content for Humans

Collaborating closely with the copywriter, we crafted engaging and informative content, keeping it concise and relevant to ensure easy comprehension.

• We kept the content short and clear to be simply understood
• We defined the content for each page to make sure it was relevant and not redundant

Results

Following the website deployment, we closely monitored and analyzed performance data, achieving impressive outcomes:

• Reduced clicks to access products or services to less than 3.
• Improved page loading speed by 15%.
• A significant 20% drop in the average bounce rate.
• The customer experience team reported a substantial increase in leads originating from the website.

Challenges

While striving for excellence, we encountered challenges due to conflicting stakeholder assumptions. We effectively addressed this issue by anchoring our design decisions with solid data and user insights.