US Bank Home Page Redesign
Driving Account Growth Through Marketing Home Page Redesign
Services
Research, Product Design
Services
Research, Product Design
Services
Research, Product Design
Tools
Figma. UX Ai
Tools
Figma. UX Ai
Tools
Figma. UX Ai
Background & Challenge
The U.S. Bank marketing team needed to transform the home page into a strategic tool to guide visitors toward opening new accounts. The previous design overwhelmed users with messaging, unclear navigation, and low engagement with 'Open an Account' CTAs.
Research & Insights
Gathered data from user surveys, heatmaps, and competitive benchmarking. Key insight: users needed reassurance of trust and security before committing to opening an account.
Design Strategy
The redesign centered on three pillars: 1. Clarity of Value – Simplified hero section with bold messaging. 2. Guided Journeys – Personalized entry points for Checking, Savings, Credit, and Business. 3. Conversion-Focused CTAs – Sticky CTAs with tested placement and microcopy.
Background & Challenge
The U.S. Bank marketing team needed to transform the home page into a strategic tool to guide visitors toward opening new accounts. The previous design overwhelmed users with messaging, unclear navigation, and low engagement with 'Open an Account' CTAs.
Research & Insights
Gathered data from user surveys, heatmaps, and competitive benchmarking. Key insight: users needed reassurance of trust and security before committing to opening an account.
Design Strategy
The redesign centered on three pillars: 1. Clarity of Value – Simplified hero section with bold messaging. 2. Guided Journeys – Personalized entry points for Checking, Savings, Credit, and Business. 3. Conversion-Focused CTAs – Sticky CTAs with tested placement and microcopy.
Background & Challenge
The U.S. Bank marketing team needed to transform the home page into a strategic tool to guide visitors toward opening new accounts. The previous design overwhelmed users with messaging, unclear navigation, and low engagement with 'Open an Account' CTAs.
Research & Insights
Gathered data from user surveys, heatmaps, and competitive benchmarking. Key insight: users needed reassurance of trust and security before committing to opening an account.
Design Strategy
The redesign centered on three pillars: 1. Clarity of Value – Simplified hero section with bold messaging. 2. Guided Journeys – Personalized entry points for Checking, Savings, Credit, and Business. 3. Conversion-Focused CTAs – Sticky CTAs with tested placement and microcopy.
Execution Collaborated
with UX writers and developers to refine messaging and ensure accessibility. Delivered Figma prototypes and iterated through multiple design sprints.
Results
The redesigned home page achieved measurable improvements: • +22% increase in CTA clicks. • +15% lift in new account openings in the first quarter. • Reduced bounce rates and improved navigation.
Key Takeaways
Design guided users to action through trust and clarity. Cross-team collaboration aligned business goals with user needs. Iterative testing maximized business impact.
Execution Collaborated
with UX writers and developers to refine messaging and ensure accessibility. Delivered Figma prototypes and iterated through multiple design sprints.
Results
The redesigned home page achieved measurable improvements: • +22% increase in CTA clicks. • +15% lift in new account openings in the first quarter. • Reduced bounce rates and improved navigation.
Key Takeaways
Design guided users to action through trust and clarity. Cross-team collaboration aligned business goals with user needs. Iterative testing maximized business impact.
Execution Collaborated
with UX writers and developers to refine messaging and ensure accessibility. Delivered Figma prototypes and iterated through multiple design sprints.
Results
The redesigned home page achieved measurable improvements: • +22% increase in CTA clicks. • +15% lift in new account openings in the first quarter. • Reduced bounce rates and improved navigation.
Key Takeaways
Design guided users to action through trust and clarity. Cross-team collaboration aligned business goals with user needs. Iterative testing maximized business impact.
Reach out anytime
Let’s Stay Connected
Got questions or want to see more of my projects? Feel free to reach out—I'm open to walk you threw my working files and share my process.
Reach out anytime
Let’s Stay Connected
Got questions or want to see more of my projects? Feel free to reach out—I'm open to walk you threw my working files and share my process.
Reach out anytime
Let’s Stay Connected
Got questions or want to see more of my projects? Feel free to reach out—I'm open to walk you threw my working files and share my process.