US Bank
Case study

Developing a UX strategy and roadmap to streamline the digital experience of the 5th largest banking institution in the US

Overview

Project duration

9 months

Services

UX Strategy

UX Audits

Behavioural Analysis

Journey Mapping Information Architecture

My role

Sole UX strategist for US Bank, leading the UX roadmap for a new internal team and defining the direction of a digital transformation for B2B (corporate and commercial) clients.

Brief

Creating a clearer and more consistent B2B digital experience

US Bank’s B2B digital ecosystem lacked consistency and clarity, making it harder for corporate and commercial users to understand services and take action. This project focused on aligning content, journeys, and experience patterns across platforms to create a more coherent and accessible digital experience.

Approach

Defining a clear and scalable UX direction

Through discovery, audits, data analysis, and stakeholder collaboration, I identified key gaps across US Bank’s B2B digital journeys. These insights informed a UX roadmap focused on clarity, consistency, and reuse of existing assets.

The strategy introduced improved information architecture, personas and buyer journeys, reusable templates, and best-practice guidelines to support testing, optimisation, and long-term scalability across platforms.

Challenges

Balancing complexity, compliance, and consistency

Multiple stakeholders, strict legal constraints, and long development cycles made it challenging to deliver a flexible and engaging digital experience. Inconsistent branding across channels led to fragmented journeys, limited campaign control, and reduced traffic and conversion.

Visuals

Discovery and UX strategy artefacts

These visuals highlight stakeholder workshops, UX analysis presentations, and research artefacts used to uncover journey friction, align teams, and define a clear UX direction.

Outcomes

Establishing a scalable UX direction for B2B platforms

The work resulted in a clear UX roadmap with actionable recommendations to support ongoing improvement. Longer-term outcomes included a revised site structure and a new content hub, designed to simplify complex B2B journeys and support continuous testing and optimisation.