Case Study · Keybank Offers Page

Comparing Three Landing Page Designs to Optimize Banking Offer Conversions

user researchuser experiencevisual design

TL;DR: — Done in Q2/Q3 of 2019, the offers landing page made it easy for banking clients to find out special promotions or experiences that the bank offers. This page would be found within the online banking platform navigation header. Design and extensive user testing were completed for this project. Due to roadmap changes, this project was shelved indefinitely.

01. Gallery

so similar, yet so different

02. Design Brief

offers, get your offers

One of the main goals during this time period was to increase sales within online banking. After some brainstorming and competitor analysis the idea of showcasing special offers and promotional items that are ran by the marketing department. We worked closely with the marketing department on the beginning of this project, looking to see if we could leverage marketing automation to help show the best offers to users based on their situation.

The purpose of this project was to help increase sales to hit goals for 2020. There were no ways to view current offers from a self-serve digital platform. The research for this project were to solve for:
  • Findability
  • Reduce Risk & Improve Usability
  • Compare Performance
  • Measure Trustworthiness

03. Mockups

this is what were working with

I wanted to make sure users weren't confused by what they saw when they landed on this page, that they weren't overwhelmed by the content, and, most importantly, that they didn't see the page as just a bunch of advertisements.

Design inspiration came from the already established Key Design System, which helped maintain brand integrity. At the time, KeyBank was using photographic imagery in its marketing campaigns, while the online product relied heavily on icons and illustrations. Since this page combined both approaches, testing which imagery style resonated better with consumers became a top goal when considering research opportunities.

04. Testing

is there too much user testing? research says no.

Participants

156 participants

Research Type

Quantitative & Qualitative

Designs Created

Three

Purpose

Execution & Assessment

Hypothesis

"The third layout will generate the highest amount of positive results due to its uses of trustworthy imagery, definded modular layout and clear, visible labeling."

Methods

All testing was done through UserZoom.com
  • 5 second test
  • Word Cloud
  • Usability Test
  • Likert Scale/SUPR-Q Questions
  • NPS Score/Recommendation Questions

Conduct

50 people were surveyed for the 5 second test and SUPR-Q questions. 6 were chosen for a think-aloud usability study.

Participants were screened as followed:

  • Using Online Banking within the past week
  • Between the ages of 18-65

5 Second Test: 150 users were shown a design then asked to describe the page. A word cloud was formed from their answers.

Likert Scale/SUPR-Q: Users were shown the design and asked to rate it 1-7 using the provided adjectives. Negative Adjectives = 1, Positive Adjectives = 7. Adjectives were very similar to those found in a SUPR-Q questionnaire.

Usability Test / Unmoderated Video Think-aloud: Users were given specific tasks on how to find certain pieces information like expiration dates and if they are pre-qualified. They would talk through finding the information in a recorded.

Offers Page - Layout 1
Offers Page - Layout 2
Offers Page - Layout 3

Analysis

After analyzing the responses, the results confirmed the hypothesis that layout 3 was the clear winner. Findings found that it was the highest rated in being trustworthy, a recommendation vs and advertisement and clear.

The usability portion determined that there were some issues with the expiration date of the offers, in which people could not find them. Others had trouble with the "pre-qualified" banner and what it meant.

83%
Chose 'Layout 3' as the layout they wanted to view to learn more about offers.
84%
found the offers page easy to use.
67%
Would recommend the offers page to a friend/family member.

05. Reflection

at least there was a winner

With the layout 3 being the clear winner, it was presented as the final layout style. Design elements from Key Design System were incoperated and the page was cleaned up and content was entered. Unforunately, the offers page was never able to be placed into development due to prioritization. However, I was able to present the offers page project with strong emphasis on the research and design thinking portion to a group of candidates for an experimental recruitment day in July 2019.

The purpose of this project was to help increase sales to hit goals for 2020. There were no ways to view current offers from a self-serve digital platform. The research for this project were to solve for:


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