City National Bank’s business online banking customers have managed their accounts through the app or responsive portal. We found this way-of-working was lacking feedback mechanisms and details.


City National Bank provides a premium, personalized experience for clients. But the business banking experience does not reflect the same point of differentiation.

 

THE PROBLEM

  • The old experience simply displayed account standing and the money within it. There wasn’t anything actionable insights into user’s accounts and nothing was personalized.
  • Feedback we received on the original business banking portal has shown that customers find the current experience difficult to navigate, with specific tasks that are multistep and time-intensive.

 

GOALS

  • Our goal for the project was to make a seamless, end-to-end business banking solution where the users can manage their finances, multiple accounts, and have levels of access for their employees.

 

MY ROLE

  • Principle UX designer, product leader, sprint facilitator, and design thinker.
PROJECT RESULTS

Impact and Outcomes

The new business banking experience received widespread praise. Relationship Managers at branches across the country reported a swell of compliments from clients, who found the new designs to be consistent with City National Bank’s image and reputation. 

User-centric: the business banking users were able to see and understand their cash inflows and outflows for all of their accounts at once.

Design System evolution: the City National Bank design system was expanded upon and components became an easy way to pick and play for designers and developers to rapidly test variations of the business banking dashboards.

To comply with my non-disclosure agreement, I have omitted and obfuscated confidential information in this case study.  The information in this case study is my own and does not necessarily reflect the views of City National Bank.
1 of 7 16.2%
CHANGE IT UP

Ways of Working

The UX team was able to restructure as an internal agency within the larger banking business. This allowed us to rapidly move and test as well as have a seat at the table with project stakeholders.

We walked stakeholders and the marketing department through a discovery phase in order to align on the scope and timeline of deliverables, design and potential engineering requirements, as well as technical limitations that required additional discovery, for the re-design of City National Bank’s business portal.

  1. Current state analysis.
  2. User experience audit.
  3. UX design testing and rapid revision.
  4. Technical POV and recommendations for release.
2 of 7 23.5%
WE HAVE OUR WORK CUT OUT FOR US

Out with the Old, in with the New

The original business banking portal was cumbersome, had dated UI, and lacked the personalized features we found our users needed.

Old

CC+After+Mockup+copy

New

3 of 7 38.3%
WHERE ARE WE?

Competition

We ranked our competition based upon features they have and what we’ve learned from user interviews what our customer’s pain points are and how we could craft feature sets to solve those pain points.

4 of 7 45.4%
WHO ARE WE LOOKING FOR?

Our Target Personas

We bucketed our targets into various personas by sophistication and banking needs with the following criteria:

  • Users that have done core banking tasks online within the past 3 months.
  • Extreme users i.e., a client who prefers going into the branch and/or a client who is online daily making transfers.
    • Financial sophistication.
    • Tech savviness.
    • Time available.
    • Complexity of finances.
  • Both clients and prospects, skew towards clients.
  • Uses various competitor online banking financial institutions.
  • Users who have at least 3 account types at the same financial institution.
5 of 7 62.3%
LET'S GET TO BUILDING

Focus and Interact

We created and tested interactions between the persona of Owen and Resehma to determine ease of use between two parties.

01-mobile-hand
02-mobile-hand
03-mobile-hand
04-mobile-hand
05-mobile-hand
6 of 7 82.8%
7 of 7 100%
TESTING, TESTING, TESTING

What Did We Learn?

Overall users responded to Version A much better and felt the new system was much easier to navigate. New features such as multiple account tracking, financial health statuses, suggestions for money movement based upon receivables and expenses, as well as having multiple users with different permission levels per business account was met with rave reviews from the City National Bank businness banking clientele.

PROJECT RESULTS RECAP

Impact and Outcomes

The new business banking experience received widespread praise. Relationship Managers at branches across the country reported a swell of compliments from clients, who found the new designs to be consistent with City National Bank’s image and reputation. 

User-centric: the business banking users were able to see and understand their cash inflows and outflows for all of their accounts at once.

Design System evolution: the City National Bank design system was expanded upon and components became an easy way to pick and play for designers and developers to rapidly test variations of the business banking dashboards.

To comply with my non-disclosure agreement, I have omitted and obfuscated confidential information in this case study.  The information in this case study is my own and does not necessarily reflect the views of City National Bank.