How to re-envision a digital banking platform using SaleForce as a basis and strictly adhering to the theme of “Reduce and Reuse”, for a client with a member basis of 2 million people and 26 billion in assets.
Role
Senior UX Designer
Deposits/Quick Wins Lead
Team Details
12+ Designers
Multiple teams across verticals
Duration
2 Years
Multiple Releases
I was brought in to lead the Deposits design group at PenFed, which had seen a high turnover of designers and was regarded as being one of the more challenging areas. I was tasked with creating a component-based design for all the Checking and Savings lines based off one previously in-flight and half-finished system.
The theme was “Reduce and Reuse” as much as possible. Each product consisted of multiple variations allowing for the different ways an account could be opened and addressing all the legal requirements within those variants.
I also led the Quick-Wins group, under the Deposits vertical, which was tasked with looking at multiple areas of the application and ideating as many simple and easy solutions to the existing design that could be implemented to improve the overall experience at the lowest development cost possible.
For PenFed the problem was in their existing experience. They had all the correct offering for the consumer but the experience of opening an account and funding it was a painful and confusing process. We were tasked with coming in and addressing these issues and improving the overall experience and implementing a brand standard.
Our process for this project was to use the four-step process of using:
Evaluate and Define
We began by conducting a product audit of all the different product lines across multiple groups and documenting those existing flows out into step-by-step flows. Those flows were then laid against each other to identify commonalities and variations that would need to be addressed.
While this work was going on we conducted a product audit of Credit Unions (Closed and Open Charter) as well as traditional and strictly digital banks. This left us with a clear understanding of who our key competitors were and where they stood in the market.
Ideate and innovate
We overlayed the leading competitors flows against our own to see how the experiences stacked up and area where we could improve. All of this was then organized into groupings that were used to establish the steps the user would take as they moved through the process. These steps were then broken down into reusable components much like Lego blocks that could be reconfigured into many ways to accommodate the different process a user might use in creation of an account.
Design and Develop
All of this led us to a core flow that could be adjusted foreach product line while ensuring maximum reusability of each component. We then created clickable wireframes using the previously established component library.
Deliver
The validated wireframes and related assets and documentation were then packaged and delivered to the development team to be built. Once the build was finished these screens were then vetted for accuracy and consistency against the UX designs. They were then put in front of users once more to test and see if the needs were met, and the experience was improved.
User testing and feedback for the design came back strong:
End users were extremely pleased with the new look and feel of the product line with positive feedback all around:
The success of this approach was then rolled out to the other product lines and became an established working pattern among the other teams.
