2019 | Commerzbank Relaunch
without analytics.
Commerzbank's relaunch was supposed to revolutionize the platform. But what users need is usually not what banks earn their money with.
My Role:
Research | Workshop | Analysis | UX | Presentation | Documentation
Our Challenge
At the end of 2019, Commerzbank, a global banking giant, took a strategic step to improve its digital presence. With over 10 million users navigating the Commerzbank ecosystem, our team took on the challenge of improving the online portal in collaboration with Neugelb and various Commerzbank clusters. We split our team into parallel streams to create a unique banking experience through scalable navigation systems, product pages and service platforms.
1.0 Kickoff
Get the business needs
and translate them to user needs
Increase conversion rate
The new portal must successfully sell the bank's products, measured against the benchmark with the current conversion rate.
Increase Brand awareness
The new portal must strengthen brand awareness and brand principles, as measured by surveys and customer feedback.
Increase Customer Retention
The new portal must increase customer retention as measured by repeat visits, newsletter sign-ups, and contact requests.
Increase Need Understanding
The new portal must understand what users need and what solves problems and does not cause them.
1.1 Flow
2.0 Research & Analysis
Create a sustainable & human centered IA
All you need are user goals and needs. Without any quantitative evaluation of needs – we did some SEO magic: identifying the most visited pages and areas with the highest search volume comparing this to our personas. During the SEO research I took the responsibility about the IA by matching the sitemap, the navigation and the SEO results:
Kredit
459.620
Autokredit
Baufinanzierung
...
Wertpapiere
449.270
Aktien
Depot
...
Versicherung
Lebensversicherung
...
Versicherungen
391.150
...
1. Identify status quo and define a structure
2. Hide the pages, which are not accessible without login
3. Identified global cluster (Sales | Knowledge | Service | ...)
4. Check page cross connections – remap URLs
5. Create a new IA
3.0 Evaluation
A user-driven navigation
Changing the navigation to prioritize user needs and cases to change hierarchy of the bank in the navigation was a discussion involving all the cluster leads of the segments... when human needs and goals meet business goals, you need a good strategy behind it, the right stakeholders for the right decisions and questions.
1. define order through SEO google-queries
2. distribution pages for secondary needs
3. implement logic for service-level
4. create tracking concept
5. define rules and guidelines
Wich products / services have to perform
Wich products / services create a user´s need
What is a user looking for when he / she is visiting the page?
4.0 Create
Reuse content and concept distributor page-type templates to get quick results
The challenge with this project is to start in the right iterations and schedule large packages into another MVP. The focus was on consolidating and implementing the new user-driven navigation, so any links that were no longer in the navigation needed to be made accessible again. And the navigation needed a boost from ad hoc solutions.
Before
After
A clear minimal content management, providing the products and service on a specific topic, and collects all products, for non-marketing strategic reasons:
Before
After
Clear semantics, components, structure and flow
5.0 Scale
Less conversion at service´s phone
It's a paradox: clients aim to decrease the conversion rate to service-clients, yet phone numbers are ubiquitous. In our concept, we opted for a self-service center, evolving into a new project leveraging existing knowledge sites. Navigation provides a gateway to the knowledge bank.
Startpage as heart
A bank's homepage is its consumer face and the primary starting point for users. Potential customers assess online presence before purchases, so we crafted a new story:
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Clear purpose: Define who Commerzbank is and what it offers.
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User-centric: Align with user needs.
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Seamless navigation: Assist users in finding what they need.
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Useful content: Provide valuable entry points without overwhelming information.
emphasize with the user via need
show problem-solver
Fit the user goals
Be professional and transparent
offer service
Step by step along the milestones
In the initial phase of the relaunch in 2019, we focused on developing individual product pages and layouts for analyzed page types. Simultaneously, efforts were dedicated to empowering reporters through a customized CMS tool (LWS project) and guidelines for autonomous content marketing.
As part of our strategic approach, we opted to exclude product and marketing pages, setting additional milestones for the gradual transformation of the online platform. The pivotal elements of these milestones are the refinement of product pages and the ongoing evolution of the style guide, adapting to the emerging needs of our users.
Team:
Sandy Kauer (UX | Service Designerin)
Franziska Gronwald (UX Designerin)
Eduard Patzwald (Lead Service Designer)
Rositsa Yaneva (SEO)
Hannes Kober (Business Expert &CEO)