Eurobank - UX/UI Audit
Showing stakeholders the way to better website sales, performance and usability.
Eurobank - UX/UI Audit
Showing stakeholders the way to better website sales, performance and usability.
How do we accurately evaluate a banks online presence?
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.
🏪 They had complex physical & digital sales funnels
🔍 Products were hard to find by users and drop-off rates were high
🛒 Sales and onboarding flows had dead ends, interruptions & distractions
The bank knew their web channels and services were not performing optimally but didn't know why. The needed a new strategy.
🏪 They had complex physical & digital sales funnels
🔍 Products were hard to find by users and drop-off rates were high
🛒 Sales and onboarding flows had dead ends, interruptions & distractions
The bank knew their web channels and services were not performing optimally but didn't know why. The needed a new strategy.
🏪 They had complex physical & digital sales funnels
🔍 Products were hard to find by users and drop-off rates were high
🛒 Sales and onboarding flows had dead ends, interruptions & distractions
Understanding Context
Understanding Context
Approach
Learn from users and organization
Deploy UX research methods that deliver measurable results
Distill design guidelines
Solution & Impact
Mapped actions to website areas & business outcomes.
Benchmarking competitors & adherence to best practices
Reports for technical teams & executives.
Solution & Impact
A clear direction for the websites' redesign aligned with their value proposition
👂 User & business alignment, broken down org silos
🗺️ Mapped & optimized crucial user flows
✍️ Actionable steps for execs, designers and developers
Mapped actions to website areas & business outcomes.
Benchmarking competitors & adherence to best practices
Reports for technical teams & executives.
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.
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!
Learnings
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.
LinkedinEurobank - UX/UI Audit
Showing stakeholders the way to better website sales, performance and usability.