Eurobank - UX/UI Audit

Showing stakeholders the way to better website sales, performance and usability.

IKEA store interior

How do we accurately evaluate a banks online presence?

Client: Eurobank

Duration: 6 months

Role: Research planning, Workshop Facilitation, Usability Testing, C-Level reporting

Challenge

The bank knew their web channels and services were not performing optimally but didn't know why. The needed a new strategy.

  1. 🏪 They had complex physical & digital sales funnels

  2. 🔍 Products were hard to find by users and drop-off rates were high

  3. 🛒 Sales and onboarding flows had dead ends, interruptions & distractions

Understanding Context

Eurobank case study screenshot
online banking

Approach

  • Learn from users and organization

  • Deploy UX research methods that deliver measurable results

  • Distill design guidelines

Diagram of the tech exploration plan

Solution & Impact

A clear direction for the websites' redesign aligned with their value proposition

  • Aligned user journeys & business objectives, breaking down department silos

  • Mapped & optimized critical user flows

  • Documented actionable steps for executives, designers and developers

Compilation of UIs
Mapped actions to website areas & business outcomes.
Compilation of UIs
Benchmarking competitors & adherence to best practices
Compilation of UIs
Reports for technical teams & executives.

Process

  1. Analytics & hotjar

  • Dead-ends & u-turns

  • High drop off rates in purchase flows

  • Low traffic on important pages

Individual physical product showcase

What did the bank have to say?

  1. Discovery workshop

25+ stakeholders laid out their department goals and most important flows.

a user testing the UI

Great! Now we can shortlist the areas to test

  1. Heuristic Evaluation

Evaluated best practices based on the objectives of:

  • Upselling

  • Conversion

  • Information

Exprience Dashboard

Do users face issues here?

  1. Extensive User testing

  1. User testing

10+

Moderated & Remote User Testings

Moderated & Remote Sessions

6

Main tasks

3

Competitors involved

Mock IKEA space for user testing

They did! Now we can propose fact-based actions

  1. Reporting UX issues & actions

Each proposed action is mapped to the IA for the optimization phase.

Job Done!

Mock IKEA space for user testing

Now lets be specific about the business value of each action.

Learnings

  • ⚔️ 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.

  • ⚔️ 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.

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