Project Overview
A new homepage for Transamerica was designed to meet both user expectations and business goals in order to introduce a new face for the company for Capital Markets Day 2023 with a truncated timeline of six weeks. The problem we were ultimately trying to solve was a lack of opportunity for Transamerica to educate users about products and offerings as well as highlighting the perpetual credibility and success of Transamerica as a financial institution which was deemed the most important for users for trust and assurance.

Roles:
UX Research
UX Design
User Testing
Wireframing
Prototyping
Annotations for Development

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Research:

A competitive analysis revealed what consistencies exist amongst other large financial companies and how they prioritize their design strategies. Messaging, content, and organization were all considered as well as the use of UI patterns.

After researching competitors, a survey was conducted with Userzoom to discover what users expect from a financial company homepage, including messaging, point of view, characteristics, and information architecture.

Consistency, industry knowledge, professionalism, accolade highlights, and product and service information were deemed the most important aspects for a financial company's homepage in order to develop trust and assurance.

After the survey, two designs were created and put to the test to see which one closely matches with the user expectations. The new homepage evaluation revealed one clear winner which applied all of the research conducted in a visually pleasing manner using the current design system with added features and augmentations specific to the homepage, which resulted in an increase in engagement by 12%.

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Coded with love by me.