U.S. Bank Wealth Management
We set out to modernize the bank’s wealth management marketing pages based on stakeholder ideas and market insight. Our goal was to improve site navigation, and refresh the look/feel of every page by updating branding images, icons, and illustrations.
Persona
Customers with assets of 100k+ wanting to learn how to diversify their funds, reaching a financial goal, splitting assets, or general guidance from an investment manager.
My role
UX and Visual Designer, Design Thinking Facilitator
The problem
Marketing or campaign pages felt loose or disjointed, not part of a whole.
Illustrative and photographical assets were very dated, came from brochures you’d typically see in a branch location (more on this later).
site navigation
We wanted to cut clicks, and make for a seamless experience with our storytelling. Below diagram is an example of how the website architecture used to be.
After evaluating goals and focus needs from our PO, it made more sense to group relevant pages into organized campaigns, weaving smaller products together as a whole. We pitched new components that effectively cut clicks by about 30% for our customers.
From left to right: An example of a campaign page dropdown navigation that allowed you to select any topic to read, a component on select pages (Ways to Work) that allowed you to go to specific campaigns, an example of our footer allowing you to go from satellite page to satellite page.
Branding
If you can envision yellowing business signs in a decrepit shopping plaza, that’s exactly how I felt about our visual assets on the wealth management website. They didn’t particularly represent the bank’s current values, and I changed that.
I made sure our brand pushed inclusivity, by adding more p.o.c. and women in our assets. Wealth doesn’t belong to a particular group.
Some samples of photographs I’ve curated for Wealth Management.
