Services Provided: Logo Design, Brand Guidelines, UI Design, Banking Application Design, Website Design, Advertising Campaign, Debit Card Design, Packaging
Many thanks to my colleague Laura Mummery who did all of the preliminary research, competitive analysis as well as all of the UX strategy for this project.
UFB Direct is a bank brand targeted at pragmatic high-earners. UFB customers typically have at least $250k in liquid assets, and are searching for superior savings rates. UFB provides some of the most incredible rates in the industry. This brand was meant to be dark, sleek, and expensive. The imagery is aimed at individuals who are 45+, and the branded elements all have luxurious qualities to them.
While the brand was built with a specific target market in mind, the user experience on the website and application were meant to be as simple and seamless as possible. The user can easily navigate from the website to the banking application on any device. The digital strategy was implemented to ensure better money management (on the lending and deposits side) with room to cross sell additional products.
Website Metrics: Site was launched 3/20/17. UI, functionality, interactivity were all redesigned. The previous site was rejected by MaxMyInterest (their demographic is high cash balance investors) due to the look and feel. They approved the new look and feel, and UFB Direct is in the process of becoming a bank in their stable of offerings.
Comparing March 20th-April 30th, 2017 vs. February 6th-March 19th, 2017 (the site launched March 20th, 2017):
· Pageviews increased 64.25%
· Organic search increased by 7.36%
· RMI form submissions went from 21 to 89 (323.81% increase)
Event tracking was applied to on 3/20/2017, we also saw a 184.62% increase in “Open Account” clicks (3/20-3/24 vs 3/15-3/19)
Check out the live website HERE. Also for extra bonus points, this website is ADA Compliant (WCAG AA).