Visitor Sites Redesign
Visitor Sites Structure Redesign 2.0
At Tangerine, I lead design for the Client experience with a focus on growth, activation and growing number of strategical campaign projects such as Chequing, Saving, Mortgage, Investment and more. I collaborate closely with various cross functional teams and lead design from UX/UI perspective in marketing. The goal is to provide the best digital experience for human become more financially secure through better budgeting and personalized insights. Throughout learnings and multiple user testing, we ensure to create delightful experiences with empathy for users.
On this project, I’ve collaborated with an agency and senior digital manager for whole visitor site restructures. My main responsibility was to oversee the redesign of the structures from a UX/UI design perspective and take ownership afterwards, ensuring that the new design works cohesively across different user scenarios.
Design UX Strategy
User Flow Mapping
1 CS Director
1 Senior Digital Manager
1 Product Designer
1 Project Manager
1 CS Leads & Specialist
1 Frontend Developer
1 Analytic Team
2 Backend Engineer
1 QA & UAT
Based on the users' feedback from VOC (Voice of Clients), we created the sprint questions to solve the problem:
"What’s the best way to explain Tangerine to new clients that it's a digital bank? – not like the other banks"
"Will new clients be able to find the right information easily and quickly about the products?"
UX metrics reference:
Use of search or navigation
Time on task
Disconnection flow rate
Site-categorization is very confusing to users. (Categorization & Browsing for products)
NPS score on products activation
Irrelevant information for users need
Map out the problem
Redesigning the content structure to optimize engagement and drive conversion on our product pages for users based on feedback, and update our site to reflect Tangerine’s transition to financial catalyst.
Defining page objectives, take inventory of content, propose new content structure for all core pages to optimize usability
Making it easier for users to find what they are looking for, integrate SEO strategy to increase site traffic, improve online experience, drive higher application starts
7 users segmentation research
HMW (How Might We)
This includes homepage, product categories, product detail pages and other widgets.
IA (Information Architecture)
Categorization & Browsing
Product Section Page
Product Category Page
Product Detail Page
Sketches for Solution & Story Journey
Users can look at all products or filter by category
Users can select to learn more about specific products or view pages about entire product categories
Users can quickly scan to determine which savings account meets their needs
Additional promo merchandizing space
Group Brainstorm – design thinking
High Fidelity Prototype – Samples
Design Component Library
It was a great and thrilling experience to see actual users interacting with the design with great feedback. It’s indispensable for taking direction on MVP #2 and elaborating on the KPIs – I’m excited for more of UCD.
Usability passed within the design
Users understood where to navigate through
Like the idea of the dashboard for the key highlights of the products
And were able to do their own estimated calculation
Users didn't understand fully about how the digital product features work (IE. Left to spend and Goal before they initiate an action)
Wanted to find out where users can do chat 1:1 with one of associates.
Communicate effectively and efficiently with cross-functional roles such as developers, PMs, researchers, writers and agency
Avocate for users’ needs and convey design rationale with solid foundation
Design for product development
Trades-offs and technical concerns during product development, such as accessibility, internationalization and edge cases
When we take an ownership, ensure to know what the expecting outcome is after the deliverable work from the agency
Speak DEV language from usability standpoint
Form opinions from multiple perspectives
Working with people of different functional roles/teams allowed me to understand how designers work differently in different contexts, and how I could further iterate on myself as a UX professional