Eurobank - UX/UI Audit
Showing stakeholders the way to better website sales, performance and usability.
Client: Eurobank
Duration: 6 months
Role: Research planning, Workshop Facilitation, Usability Testing, C-Level reporting
How do we accurately evaluate a banks online presence?
How do we accurately evaluate a banks online presence?
How do we accurately evaluate a banks online presence?
Challenge Accepted
The bank knew their website was not performing optimally but didn't know why.
🏪 They had complex physical & digital sales funnels
🔍 New products were hard to find by users and drop-off rates were high
🛒 Sales and onboarding flows got interrupted
The bank knew their website was not performing optimally but didn't know why.
🏪 They had complex physical & digital sales funnels
🔍 New products were hard to find by users and drop-off rates were high
🛒 Sales and onboarding flows got interrupted
Understanding Context
Understanding Context
Planning
UX Research Methods that
Are spherical
Learn from users and organization
Deliver measurable results
Solution & Impact
Mapped actions to website areas & business outcomes.
Benchmarking competitors & adherence to best practices
Shareable report with non technical executives.
Solution & Impact
A clear direction for the websites' redesign
👂 User & business alignment, broken down org silos
🗺️ Mapped & optimized crucial user flows
✍️ Actionable steps for execs, designers and developer
Mapped actions to website areas & business outcomes.
Benchmarking competitors & adherence to best practices
Shareable report with non technical executives.
Analytics & hotjar
Dead-ends & u-turns
High drop off rates in purchase flows
Low traffic on important pages
What did the bank have to say?
Discovery workshop
25+ stakeholders laid out their department goals and most important flows.
Great! Now we can shortlist the areas to test
Heuristic Evaluation
Evaluated best practices based on the objectives of:
Upselling
Conversion
Information
Do users face issues here?
Extensive User testing
10+
Moderated & Remote Sessions
6
Main tasks
3
Competitors involved
Now we can propose fact-based actions!
Reporting UX issues & actions
Each proposed action is mapped to the IA for the optimization phase.
Job Done!
Analytics & hotjar
Dead-ends & u-turns
High drop off rates in purchase flows
Low traffic on important pages
What did the bank have to say?
Discovery workshop
25+ stakeholders laid out their department goals and most important flows.
Great! Now we can shortlist the areas to test
Heuristic Evaluation
Evaluated best practices based on the objectives of:
Upselling
Conversion
Information
Do users face issues here?
Extensive User testing
10+
Moderated & Remote Sessions
6
Main tasks
3
Competitors involved
Now we can propose fact-based actions!
Reporting UX issues & actions
Each proposed action is mapped to the IA for the optimization phase.
Job Done!Analytics & hotjar
Dead-ends & u-turns
High drop off rates in purchase flows
Low traffic on important pages
What did the bank have to say?
Discovery workshop
25+ stakeholders laid out their department goals and most important flows.
Great! Now we can shortlist the areas to test
Heuristic Evaluation
Evaluated best practices based on the objectives of:
Upselling
Conversion
Information
Do users face issues here?
Extensive User testing
10+
Moderated & Remote Sessions
6
Main tasks
3
Competitors involved
Now we can propose fact-based actions!
Reporting UX issues & actions
Each proposed action is mapped to the IA for the optimization phase.
Job Done!Analytics & hotjar
Dead-ends & u-turns
High drop off rates in purchase flows
Low traffic on important pages
What did the bank have to say?
Discovery workshop
25+ stakeholders laid out their department goals and most important flows.
Great! Now we can shortlist the areas to test
Heuristic Evaluation
Evaluated best practices based on the objectives of:
Upselling
Conversion
Information
Do users face issues here?
Extensive User testing
10+
Moderated & Remote Sessions
6
Main tasks
3
Competitors involved
Now we can propose fact-based actions!
Reporting UX issues & actions
Each proposed action is mapped to the IA for the optimization phase.
Job Done!
Process
Analytics & hotjar
Dead-ends & u-turns
High drop off rates in purchase flows
Low traffic on important pages
What did the bank have to say?
Discovery workshop
25+ stakeholders laid out their department goals and most important flows.
Great! Now we can shortlist the areas to test
Heuristic Evaluation
Evaluated best practices based on the objectives of:
Upselling
Conversion
Information
Do users face issues here?
Extensive User testing
User testing
10+
Moderated & Remote User Testings
Moderated & Remote Sessions
6
Main tasks
3
Competitors involved
They did! Now we can propose fact-based actions
Reporting UX issues & actions
Each proposed action is mapped to the IA for the optimization phase.
Job Done!
Now lets be specific about the business value of each action.
Learnings
Learnings
What one of the most research heavy projects I've lead taught me:
⚔️ One client can have multiple conflicting goals but… I can facilitate the way towards a prioritization.
⚡️ Optimization actions have to be clear on the expected business value.
👀 Users can be easily intimidated and/or distrustful towards large institutions.
📱 Consistency in design systems, mental models and content = excelent usability baseline
👂 The more you say, the less is understood.
What one of the most research heavy projects I've lead taught me:
⚔️ One client can have multiple conflicting goals but… I can facilitate the way towards a prioritization.
⚡️ Optimization actions have to be clear on the expected business value.
📱 Consistency in design systems, mental models and content = excelent usability baseline
👂 The more you say, the less is understood.
What one of the most research heavy projects I've lead taught me:
⚔️ One client can have multiple conflicting goals but… I can facilitate the way towards a prioritization.
⚡️ Optimization actions have to be clear on the expected business value.
👀 Users can be easily intimidated and/or distrustful towards large institutions.
📱 Consistency in design systems, mental models and content = excelent usability baseline
👂 The more you say, the less is understood.
LinkedinEurobank - UX/UI Audit
Showing stakeholders the way to better website sales, performance and usability.