I was a UX Design Intern at Axos Bank, a mid-size online bank. During my internship, I led a primary flow redesign project from research to handoff, created now components and UX flows for the design system, and created marketing graphics. I got to lead a project redesigning how people choose online banking products.
Customers learn about baking products and services through the main website. Finding and comparing personal banking products was a tedious task and was not friendly to comparing different products. Furthermore, Axos wanted to increase enrollment for their Essential Checking account.
I led a redesign of this primary flow with internal stakeholders to help users discover and compare Essential Checking with other banking products.
To understand the pitfalls of the current flow, my trusty teammate Jackie and I conducted an audit of the current flow and conducted interviews+tests to better understand out users.
In the flow, there was undiscoverability and lack of clarity. Product pages were placed well below the fold and in secondary links. There was also little information hierarchy
Secondary copy overshadowed the important copy and doesn’t provide much benefit to the user. Copy on the product’s specific page also did not provide any new information.
Encourage users to sign up for the main Personal Banking service, Essential Checking.
Condense the wide spread of relevant information.
Make a desktop and mobile-friendly experience
Make visual updates to any pages necessary.
Create new components and patterns to add to the design system.
The expanded card would be a more interactive way to implement a comparison tool, and would also minimize overload in that they only focus on one item at a time.
Assumption:
People will prefer this prototype because it’s interactive and they can keep their focus on one item at a time.
✓ Mobile-friendly
Though not as flashy or revolutionary, a table provides a simple birds-eye view most people are used to seeing.
Assumption:
Though it may be immediately intuitive, people will not prefer this because it’s too simple, there’s a higher cognitive load, and there appears to contain less information.
☓ Not mobile-friendly
After making high-fidelity mockups of both and expanded card and table comparison tools, we tested them focusing on middle-aged to older adults. We wanted to see which was most intuitive and preferred. We also asked which design they felt gave them more information (though they both contained the same) and which banking product seems most interesting to them.
Both designs were equally intuitive for our users. Interestingly, younger users tended to prefer the expanded card tool because it gave them more opportunity for interaction. Older users preferred the table, noting that they were most familiar with a birds-eye-view.
A table for desktop and card display for mobile
