Associated Bank

Homepage Redesign

Associated Bank’s three homepages (Personal, Business, and Commercial) were redesigned to showcase content that told a more complete story of the bank’s mission, products, and services.

Primary users of the site would be (1) regulars who log into online banking and (2) prospects of the bank.

Areas of improvements and new features:

Informative communication

• Top alert strip to display urgent bank news, like branch closings due to the Covid-19 pandemic.*
• Announcements box placed in close proximity to login, so current customers logging in may see topics relevant to them.

*The bank’s NPS score (reported Q3 of 2021) was positively affected by our ability to be communicative about Covid-19, with our website playing a crucial role.

Modern design elements

• Static hero image replaces rotating carousel. Hero randomizes between a predetermined set of geotargeted heroes on page reload. With users seeing a new image when returning to the page, the content feels fresh.
• Visually represented products give a recognizable overview and serve as a quick navigation.

Highlighting community involvement

• Yearly volunteering stats spotlight the bank’s ongoing commitment to improving local communities.

Building trust

• Featured article section showcases unique content and positions the bank as thought leaders in financial education.
• Real customer testimonial provided by our CX team.

Branch/ATM Locator Redesign

This project is a redesign of the locations locator on AB.com, and includes a migration from Bing to Google Maps.

Our locator was in desperate need of a contemporary look and feel. The redesign adds more clarity to the differentiation of types of locations in the search, as well as an auto-detect of current user location, and auto-suggest in the search field that users have come to expect.

Bank at Work Program

The following activities were carried out to explore ways the Marketing department could shift to a more targeted approach and grow in UX maturity.

Goals:

• Target two very distinct types of users: Employee and Employer.
• Present the right information at the right time in the process for each.

Suggestions:

• Adopt new technologies (QR codes, SMS) to aid in switching channels.
• Dynamically create offer pages and their related emails.
• Validate personas through Google Analytics tracking, test customer satisfaction through a customer journey map.
• What modifications to our current data could aid in sorting current and potential customers into groups/subgroups related to the personas they match?

About Us Section Redesign

This 20-page section was redesigned to better showcase the bank’s identity. Special attention was given to highlighting the company’s efforts in the community and towards diversity, equity, and inclusion.

This section redesign was a chance to break free of the website’s standard look and feel, establishing new brand standards. With updated colors, fonts, patterns, and icons, I was able to create a new template which will be applied to new pages in the future.

Digital Marketing

Various digital web banners, social media graphics, and an ATM screen thrown in there for fun.

A small selection of literally hundreds of digital marketing co-branded support pieces I’ve worked on.

In addition to what’s shown here, I’ve also worked on branch animations, in-stadium digital signage, landing pages, microsites, email banners, digital takeovers, and branding projects for third-party applications.