User-Centric design of Landing Pages for a renowned German bank
- Usability Testing
- Discovery Research
From Client Voices to Landing Page Choices: A User-First Approach
Project Details
| Duration | 2 weeks |
| Tools |
The project’s objective was to gain a deeper understanding of users’ requirements and preferences in selecting investment funds.
Objective & Solution
By conducting one-on-one interviews with the bank’s clients, we collected valuable feedback on their investment journey. This feedback informed the user experience design process, leading to a more intuitive and tailored design of the landing pages.
Participant Recruitment Process Link to this headline
Our study engaged with six participants, all of whom are customers of said German bank. Recruitment was completed in four days, individuals were selected according to the following criteria:
- Proficiency in German and residing in Germany - Aged between 30 to 45 years - Existing customers of said bank with prior experience in stock trading
User Interviews Link to this headline
Our study utilized one-on-one interviews as the primary research method. Each session was conducted with existing customers of said bank, focusing on their investment experiences and preferences, the meetings were remote and lasted between 30-45minutes.
The information gathered was carefully analyzed and synthesized into actionable insights. These insights were then shared with key stakeholders and the design team, directly shaping the strategy for designing the landing page.
Top 3 UX Research Insights That Saved Us from Disaster Link to this headline
Market segmentation matters Link to this headline
At first, we assumed all users landing on this page would easily understand the copy. However, our research revealed two distinct groups: Newcomers and Practitioners, each requiring tailored communication and information on the page
Users want to be able to do tasks on their own without assistance Link to this headline
A conversation goal was to allow users to book an appointment with a broker. Most users indicated that the higher the investment risk the more likely they are to book an appointment with a broker. The smaller the risk, the less likely they are willing to make an appointment with the broker. This research finding indicated who and why the conversation might be successful or not
Preferred format Link to this headline
Each group had unique content preferences that needed to be depicted on the landing page: Newcomers favoured simple explanatory videos whereas Practitioners Preferred detailed tables, graphs, and charts to compare options.
Project Outcomes Link to this headline
Revised Conversion Targets
Conversion goals were reevaluated and adjusted in light of user insights, enhancing their relevance and achievability.
Two distinct target groups
Identification of two distinct target audiences led to the development of separate landing pages, tailored to meet the specific needs and preferences of each group.
Enhanced User Understanding
The research provided a clear view of the user’s investment knowledge and preferences, enabling targeted content that educates and engages.
Project Deliverables Link to this headline
The following are some of the deliverables that were created for this project.
User Interview Analysis
User ExperienceA comprehensive report summarizing key findings from client interviews, highlighting preferences and investment behaviors.
Findings Pitch Deck
Product StrategyA comprehensive deck summarizing findings on 45 slides, categorized for easy understanding and action planning.
UX Design Recommendations
DesignA set of UX design guidelines derived from user feedback, aimed at enhancing the usability and appeal of landing pages.
Information Architecture Redesign
Product StrategyReorganized site structure to align with user expectations and investment journey mapping.
Q&A Session
User ExperienceAn interactive session addressing stakeholder questions, clarifying the proposed enhancements, and aligning on the project’s objectives and implementation steps.
