A major U.S. bank
Differentiating the digital strategy and site experience for business credit card shopping
The credit card provider wanted to better understand what small business owners value when selecting a credit card to create a differentiating site experience. The project had two phases: a near-term differentiation strategy for the small business card website launch, followed by an in-depth research phase focused around personalizing the shopping journey for target customers.
My role as the Design Lead included:
Conducting competitive analysis
Designing all materials used in remote user research sessions
Designing the full page experience for the small business card page
Designing presentations to creatively communicate our process and findings
Designing journey maps by archetypes
Supporting user research moderation and synthesis
Project Type
Strategy
UX Design
Team
Project Director
Strategy Lead
Design Lead (me)
Services & Methods
Competitive Analysis, User Interview, Concept Testing, User Persona, Journey Map, Web Design
Timeline
March - May 2021