GE Capital Bank

GE Capital Bank provided consumers with retail banking and credit services, such as private loans, bank cards, and savings accounts until 2016, when Goldman Sachs purchased GE Capital Bank.

Role UI Designer · Graphic Designer

Partners Client · UX Writer · Information Architect · Front-end Engineering

Deliverables High-fidelity · Print · Illustration

Tools Illustrator · Photoshop · InDesign

Timeframe 2 months

Company Fusebox

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The Problem

Customers struggling after 2008’s economic crash needed a way to regain financial footing and save for the future. Most banks did not offer suitable savings products, particularly with high interest rates. To meet this need, GE Capital established an online bank offering high-interest online savings accounts and certificates of deposit up to two times the national average with a low barrier to entry.

"How do we enter a competitive financial market with our new line of business?"

Opportunity

  • Digital Strategy Established: Define and execute a digital strategy for a greenfield customer service platform, aligning customer needs, business objectives, and long-term scalability.
  • Brand-Aligned Design System Delivered: Build a cohesive digital design system in parallel with a brand identity redesign, ensuring consistency, efficiency, and brand integrity across all print and digital touchpoints.
  • Accessibility Standards Achieved: Meet WCAG 2.0 AA accessibility conformance.
  • Growth in Online Account Openings: Enabled increased digital account openings through clearer journeys, reduced friction, and improved user confidence.
  • Organic Traffic Growth: Enhance architecture and content design to drive sustained website traffic growth.

Process

Research & Discovery

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Define

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Ideate

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Branding

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UX Design

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Visual Design

Meeting accessibility conformance warranted a design system of mobile-friendly components, larger-than-normal typography, and a minimalist design with plenty of white space to reduce clutter. Guiding users through pages and task flow was a strategic intention to allow for an intuitive but pleasing experience.

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Testing

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Impact

Outcomes
  • Digital Account Opening at Scale: Designed GE Capital Bank’s online account opening experience, enabling a friction-reduced, digital-first onboarding flow.
  • Deposit Growth Through Digital Channels: Contributed to sustained digital deposit growth by supporting a high-conversion online savings experience, aligning with industry benchmarks that drove higher conversion rates and quicker time-to-deposit for online savers.
  • Brand Consistency Across Channels: Launched a unified brand identity across print and digital, ensuring a credible, consistent customer experience at every touchpoint.
  • Award-Winning Digital Experience: The website was named an Official Honoree at the 18th Annual Webby Awards (2014), confirming its quality and usability on an international stage.
  • Strategic Business Outcome: Robust digital banking capabilities enabled GE Capital Bank’s successful sale to Goldman Sachs amid GE’s exit from financial services.
Learnings & Reflections
  • Clear messaging, transparent rates, and secure user experiences are core drivers for customer trust and deposit growth in digital banking.
  • Speed Matters In Financial UX: Reducing friction and time-to-completion in account-opening flows directly impacts deposit acquisition and customer satisfaction.
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