DiGital Testing and Optimization
Examples of UX mockups done to support the DTO department at U.S. Bank.
Example 1
First Time Homebuyer Page Design Test
Situation
The First Time Home Buyer’s page is for site visitors interested in home-buying information and mortgage loan pre-qualification. It was content heavy - specifically a lot of copy. Based on user research conducted in the previous quarter, the aim was to reduce the amount of content and to refine the page layout so content is more scannable and easier to engage with.
Recipe A: Live page being tested. Copy heavy.
Recipe B1: Smaller media player, right rail buttons side by side and updated to reflect current styleguide, less copy, 2 columns with photography and links.
Recipe B2: Smaller media player, right rail buttons stacked and updated to reflect current styleguide, less copy, single column of images next to corresponding links.
Example 2
Checking Header Landing Page
Continued optimization based on previous UX Research results
Situation
The checking landing page is designed for users looking to further compare products before proceeding to apply. This page for checking had been live for a few month and had a good baseline set.
The next step was to learn if by adding CTAs to the header section, would users have an easier time finding options and increase App Starts/Submits.
UX Research driving this effort:
Half of desktop users utilized the “How to Waive Fee” link to navigate to the comparison chart instead of scrolling. Feels like the page ends after product cards or “Help me choose” section.
Half easily navigated to the product recommender via the “Help me choose” CTA while the other half struggled or needed assistance finding the CTA.
Most appreciated that fees were prominently called out but felt that the cards lacked enough information to easily differentiate between product offerings.
All easily understood new comparison chart and nearly all preferred the new chart over the old due to its clearer presentation of information.
Working on continued optimization based on UX Research results, these wireframes were used in testing to learn if adding CTAs to the header section would make it easier for users to find options and increase App Starts/Submits.
