Website Strategy & User Testing
As WA Trust planned to redesign their website, my colleagues and I conducted usability tests for key online banking tasks to test WA Trust’s assumptions about what users needed and wanted.
WA Trust assumed, and we confirmed through testing, that there were three specific types of clients/users for the WA Trust website. Users tended to self-segment into the categories of personal banking, business banking, and wealth management. Each category had different needs for content, tasks, and support. With information from the user testing, WA Trust was able to segment and plan content and web forms for each different kind of user/client, strategically using best practices for usability, navigation, and task-flow.
Website Redesign & Launch
The overhaul was a comprehensive process that utilized the collective expertise and strengths of the in-house marketing department and my usability research team.
The main goals of the website overhaul were:
- To improve usability dramatically;
- To simplify the online banking process and tasks for each category of user (personal, business, wealth management);
- To improve the interactivity of the website by adding multiple calls to action (CTAs) throughout the website;
- To reduce the need for dropdown menus by segregating content in a more logical way; and
- To inspire customer loyalty and showcase the longstanding history and community involvement of WA Trust.
- We helped create a manageable development schedule, with due dates for deliverables; developed wireframes to simplify the design of specific pages, and conducted usability tests on the wireframes; conducted extensive user testing to ascertain the ease of use for navigation systems, and categorization of content on the site.
User testing is an iterative process, with goals and tasks that each user needs to complete. During every round of testing, a task or goal was measured: e.g. are users able to log on to their personal bank accounts? Are they able to transfer money? Are they able to find content on the Support page for certain problems? During the resign process, the Marketing Team asked us to test their assumptions, and confirm that what they were planning was in line with best practices for usability.
My team was able to help create a reasonable timeline expectation to complete the work, and provide guidance with A/B User testing, wireframes, and usability insights.
We conducted post-launch usability tests for different audience segments and users were able to complete their tasks with minimal difficulty. Users rated the new Washington Trust Bank website very highly.