People First Bank

UX Design

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People First Bank

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2024

As Heritage Bank and People’s Choice merged to form Australia’s largest mutual bank, People First Bank, I ran a redesign of their homepage to appeal to a younger, tech-savvy audience.

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  • Company

    People First Bank

  • Year

    2024

  • Role

    UX Design

  • Project Description

    This project for Heritage bank was an advanced UX prototyping project that focused on a redesign of two merging banks homepage.

Context

Prototyping Project

For the People First Bank project, I started the project at the design phase, taking over from a previous group that had completed the foundational research.

My task was to pick up where the research left off, focusing on creating a homepage that would align with the bank’s goal of attracting younger users while maintaining usability for the existing older customer base.

This was a harness project, meaning I was part of a structured process designed to provide practical UX experience. The research, including user interviews and competitor analysis, had already been completed, allowing me to concentrate on synthesizing the findings and guiding the design forward.

This project was a solo endeavor, where I independently took ownership of the design process after the initial research phase was completed.

While I worked on this project alone, I had the benefit of being part of a collaborative environment, where I exchanged feedback with other designers working on their own projects. This peer review process provided valuable insights and allowed me to refine my designs based on external perspectives while also contributing my thoughts on their work, fostering a supportive, iterative design culture.

problem

Heritage and People's Choice Bank are merging together to form People First Bank. Whilst they have a strong, dedicated existing user base of older Australians they are looking to find traction with younger generations.

700,000 Active Members
45+ Core User Base Age

Goals

The goal of this design project is to...

1. Provide People First Bank with a refreshed homepage that it optimised in increasing the conversion rate of younger users.

2. Ensure the refreshed designs are in line with WCAG guidelines and meet the navigation
requirements of existing users

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Hypothesis

UNderstand

Stakeholder Interview

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To gain a deeper understanding of the problem space and the specifics of the brief, alongside my Harness peers I conducted a Stakeholder Interview with Nathan, a Digital UX and Engagement Designer at Heritage Bank.

This interview was crucial in uncovering the finer details of the merger and the challenges faced by both users and stakeholders.

By diving deep into these insights, I ensured that my design decisions were rooted in a thorough understanding of the context, setting the stage for a solution that truly addressed the core issues.

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How might we?

Design for a younger audience without alienating the existing user base?

Entice a younger user to swiotch banks?

Create an interactive experience highlighting the benifits of being a member owned organization?

Optimise the onboarding process?

Survey Insights

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Heuristic Evaluation

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User Interviews

Key Takeaways

Personas

USer Journey

Key insights

Hightlight Value

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Younger users expressed an essential prerequisite to having an overview of each feature a prospective bank could offer them before they would consider signing up.

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Highlighting the features is key

Existing User Behaviour

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Older users highlighted they they rarely if ever interact with their bank's homepage.

Their main goal is to sign in to their banking dashboard.

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Visuals are key

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Users across all demographics highlighted the importance of engaging, clean, and accessible visuals. A visually appealing design not only attracts younger users but also ensures that the interface is user-friendly for all.

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Ideation

User Testing

Re-Designed

View Prototype

Animated Hero

Highlights the key selling points of the bank in auto-scrolling animation

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Fixed Navigation

Ensure users can quickly navigate  no matter where they are on the homepage

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Prominent CTAs

Clear CTA for primary action of signing up and prominent CTA for secondary action of signing in.

This answers the needs of both user types.

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Drop the jargon

Based on user testing feedback I opted to drop the banking jargon in favour of shorter easier to understand copy.

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Highlight Features

The key selling points are clearly displayed with a short explanation, thus allowing users to easily scan the benifits of joining People First.

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Story Style Onboarding

Rehighlight the key features the bank is offering users incase they didn't scroll through the homepage.

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Keep track of progress

Real-time progress bar to indicate feature status. Allow user to swipe through to end

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Easy Exit

Allow users to quickly and easily exit the onboarding flow incase of accidental clicks

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Primary and Secondary Actions

Include Sign up and Sign in CTA incase user wants to skip the story or is an existing user who accidentally clicked Sign up

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Highlight System Status

Ensure users know what the system is doing. For example, it updates to say that a code has been sent to their specific mobile number. Provide users options to remedy any mistakes they may make

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Simplified Actions

Based on user feedback I've Included intuitive actions to make sign-up easier. Such as copying security code from text and disabled buttons until the user has entered the correct information. Include error states to reduce confusion

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Pesonal Touch

Allow users to swipe through and select their own card design

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Double Check

Provide an overview of all information the user has input before submission.

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