U.S. Bank Acquired Union Bank
Summary
U.S. Bank purchased Union Bank and a team and I were tasked with the challenge of onboarding all of Union Bank's accounts and users to U.S. Bank.
Project term
2 yrs
Services from Union Bank
500 Billion in assets and cash
28 Diffrent User Accounts not including multi accounts
Title/ Name
Lead Experience Designer
Process steps & Mindset
1
Think
First things first we need to think about what we are doing here. We had a target user base that was different than typically what we look for UX persona. We knew the WHO and now we kind of knew the WHAT by looking into the Union's experience quickly became a source of truth for our team to use to begin creating the necessary match points for the journey this also gave us the research points needed to start the make phase
2
Make
After finishing our research, we began prototyping the user journeys, opting for high-fidelity designs with actual screens rather than simple sketches. We structured all within the cohesive "Simple Channels" framework and crafted a detailed journey map of the entire experience. This approach helped us identify overlooked user journeys or outliers, enabling us to create an effective onboarding flow for the different channels. Finally, we implemented the Pendo tour software API to walk users through the new features.
3
Confirm
Successfully onboarded MFUB to the USBA and USBI platforms. By implementing Pendo as an interactive tour, new users can easily navigate and discover the innovative features available in their bank accounts, empowering them to confidently engage with our services.
Union Bank Case Study
ASK: Merger with Union Bank and its customer base to our system( U.S. Bank) by a given future date an additional ask from the business was whether paperless enrollment needed to be targeted
Problem: Merger with Union Bank and its customer base to our system( U.S. Bank) will include multi-account customers for example a checking and trust account will have different needs and a different set upon the onboarding of the products and we also found out that the different products would be onboarding at different times this added a enormous complexity to the project.....
Solution: In my design thinking approach, we began by creating a comprehensive journey map of the entire flow. This allowed us to identify gaps in the user journeys and determine what onboarding elements were essential. It's important to plan thoroughly and view the process from all angles. We collaborated with the highly regulated Union Bank teams to obtain their user journey map. Using this valuable data, we conducted a monitored research study to understand what Union customers appreciated about our bank's features that they currently lack. This information provides us with opportunities to introduce new offerings while guiding them through the new dashboards and emphasizing our commitment to paperless inclusion initiatives.
Pendo+ U.S. Bank
Summary
Pendo was utilized to develop 28 distinct tours across three different device profiles and screen sizes, aiding users in onboarding to their new bank by showcasing new features and their locations.
