Revolutionizing Tangerine's Digital Banking Experience: A Product Designer's Journey
💻 Role: Product Designer
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📈 Industry: Financial technology, Banking
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🤖 Tools: Figma, Sketch, Miro
Introduction
As Tangerine, a premier Canadian digital bank, embarked on its journey towards enhanced user experiences, I was entrusted with the pivotal role of redefining its digital footprint. Through meticulous analysis, strategic collaboration, and innovative design solutions, I led transformative initiatives aimed at elevating the overall user experience (UX) across multiple touchpoints. This case study delves into the intricacies of these endeavors and their profound impact on Tangerine’s growth trajectory and customer satisfaction metrics.
Project Overview
Marketing Website Revamp:- Objective: The primary goal was to amplify user engagement with Tangerine’s core offerings, including credit cards, savings accounts, and investment products, by optimizing the website’s UX/UI.
- Strategy: Leveraging a combination of user research insights, competitive analysis, and best practices in web design, we executed a comprehensive overhaul of the website. This involved implementing intuitive UI enhancements, refining navigation pathways, and optimizing content placement to facilitate seamless user journeys.
- Results: Within the initial quarter post-implementation, we witnessed a remarkable 25% increase in user engagement metrics, indicating a tangible improvement in user satisfaction and interaction with Tangerine’s offerings.
Homepage Redesign:
- Objective: Recognizing the critical role of the homepage as the gateway to the digital banking experience, our objective was to revitalize its design to deliver a captivating and informative introduction to Tangerine’s services.
- Strategy: Through iterative prototyping and user testing, we iteratively refined the homepage layout to prioritize clarity, simplicity, and personalization. By incorporating tailored content sections and optimizing visual hierarchy, we aimed to reduce bounce rates and drive higher conversion rates.
- Results: The revamped homepage design yielded promising results, with a notable 15% reduction in bounce rates and a subsequent 10% increase in account sign-ups, underscoring the effectiveness of our strategic design interventions.
Mobile App Enhancements:
- Objective: With the proliferation of mobile banking, our objective was to enhance the usability and accessibility of Tangerine’s mobile app to cater to evolving user preferences.
- Strategy: Collaborating closely with cross-functional teams, I played a pivotal role in refining key features such as quick action tiles and account details display. By conducting usability studies and incorporating user feedback, we iteratively optimized the mobile app interface to deliver a seamless and intuitive banking experience.
- Results: The culmination of our efforts was reflected in a significant 30% increase in mobile app retention rates, indicating improved user satisfaction and loyalty towards Tangerine’s mobile banking platform.
Challenges faced
Balancing Innovation with Familiarity:- The challenge of striking a delicate balance between introducing innovative design elements to enhance user experiences while ensuring continuity and familiarity for existing users was omnipresent throughout the project. Achieving this equilibrium required meticulous attention to user feedback, iterative testing, and a nuanced understanding of Tangerine’s brand identity and customer expectations.
Consolidating Diverse Stakeholder Feedback:
- Synthesizing and reconciling divergent feedback from various stakeholders, including product managers, developers, and marketing teams, presented a formidable challenge. Navigating these diverse perspectives necessitated effective communication strategies, diplomatic negotiation skills, and a steadfast commitment to aligning design decisions with overarching business objectives.
