Customers engage with multiple touchpoints but often have different experiences. Lacking a unified digital strategy, various teams across the bank onboarded several agencies that produced landing pages, microsites, and email templates with a disparate look and feel.
"How can we compete with other financial institutions in a growing digital market?"
Overall UX efforts prioritized information architecture and content finding through reducing clicks to find content, adding site search, and other content components to shorten page length.
Visual design efforts established a standardized component library, improved the visual experience with large imagery, and enabled mobile users with responsive design.