2019 UX Case Study
Washington Federal, being regulated from opening any new branches, began a 'Digital First' strategy. This vision 2025 plan included growing deposits through new features, new products, apps and improved digital experiences.
To be successful, Washington Federal had to drop it's old brand, and antiquated 3rd party application portfolio.
This case study shows the successful development of the Brand and redesign of digital assets.
As Director of Design I was in charge of the product roadmap, information architecture, digital branding, style guide, product strategy, wireframes, usability testing, and crafting the final designs.
Washington Federal's Website had a large number of obvious UX errors that needed to be addressed immediately.
I fixed a number of overall architecture and product design issues.
Understand the customer, their mindset and how they use the products. What is their emotional state and outcome?
I analyzed recorded sessions and heatmaps in hotjar, as well as customer demographic information to develop personas.
"People need a better understanding of where their money is going each month"
"People want to better understand the fees and costs of doing banking"
"People want to feel like they are banking locally and trust the staff"
"People want to easily sent money to friend and family and manage household budgets"
Do people still use checks? How can we grab market in the growing p2p payment space?
No idea was left out in the ideate phase of designing WaFd banking products that consider the customer needs first in a quickly changing landscape
Wireframeing and Testing