Fifth Third Bank Brand Website Refresh
I led the creative pitch that won the chance to partner with Fifth Third Bank and execute their brand-level Retail and Private Banking Website refresh. I oversaw our interactive team and creative teams and led the project’s design, UI/UX, creative and copy direction for all work. The two sites met benchmarks and increased conversion for their checking accounts by 27% yoy, savings accounts by 31% yoy, and new credit cards by 19% yoy. Credits: Nick Ress.
When my team and I started this project, Fifth Third had just implemented a new brand guide. It was my responsibility to ensure we brought their new brand into the interactive space seamlessly and effectively while recommending any adjustments through the creation of our UI guide.
From a UX standpoint, their current experience was less than desirable. At a high level, their site featured too many different and competing CTAs, the home page did not facilitate quick discovery and search-ability for their users’ needs, their content was not SEO-friendly causing them to suffer in search around core products, and it was difficult to compare and shop product options on interior pages.
They had done solid persona research, so we focused on a new content outline, new wires, and new SEO-friendly copy before diving into UI.
Crafting A Better User Experience
Before The Refresh
Checkout these snapshots of where the site was before my team and I implemented our new approach.
A New User Flow
Here is a snippet of one of our wires. We started by creating a cleaner, more branded intro featuring the band shape. We prioritized two simple CTAs based on the heat map data that gave us insight into what actions the users were seeking.
From there, we simplified the information on the page by using iconography and scannable text to allow users to quickly navigate deeper into the site to meet their needs.
As wires can get bulky on a portfolio site, take a look at one full page design to get an idea of the simplified user flow and content.
After The Refresh
We brought the design into the refreshed UI, made the site more mobile-friendly, and completely redid the UX and content flow. Scroll down to see a full page in desktop and mobile.
