The Challenge

A major retail bank was in the process of updating a site designed to provide financial information and education to a wide variety of users, from affluent to lower income households.

They turned to Crosswalk at two key points in their evolution:

First, they needed to understand how their existing site met the needs of their diverse audience of users. They wanted to understand user reactions to all dimensions of their site, such as taxonomy, features, functionality, and tone.

After an expansive redesign, they needed to validate the new approach prior to launch. They needed to validate that the new site was intuitive and appealing to users and whether it met the varying needs of their multiple audiences.

The Approach

The project was conducted in two phases, each with a different set of participants:

Phase One focused on reactions to the existing website. Crosswalk conducted one-hour in-depth interviews in which participants reacted to the existing live site. They were given a series of tasks designed to uncover issues related to navigation and relevance of content.

Phase two consisted of two parts: a self-paced journal assignment followed by a one-hour in-depth interview.

• The journal assignment used open-ended queries to explore financial needs, struggles, and aspirations. Half of the participants also visited the newly designed site in order to give feedback.

• The in-person interview was an in-depth exploration of the site, with an emphasis on the overall user experience. For half of participants, the interview was their first exposure to the site.

The Outcome

Both phases of the research enabled the site to realize its potential as a valued resource for individuals and families. The research identified, and later optimized, a range of features, functionality, and content delivery approaches.

The research led directly to the creation of an alternative browsing mechanism for various forms of content. This approach allowed users to search for and view information arranged for relevance to their individual needs as well as situation (mobile, at work, etc.).