KeyBank Account Originations
Company
g2o (2018)
Client
KeyBank
My role
UX/UI Designer
Team members
UX Designer, UX Lead, Researcher, Content Strategist
Timeline
9 months
Background
At g2o, my team and I partnered with KeyBank to improve the existing account opening process across online and branch experiences. After 9 months of research, wireframes, design, content strategy and testing, we rolled out a beta version of the new platform in branches—built with an emphasis on scalability, accessibility and customization.
Client was very pleased with the speed and accuracy of service as she has banked with Key for over 20 years and said, ‘This process has never been this easy.’
— KeyBank Relationship Manager
The new process really allowed (another RM) to take more time having a conversation vs. spending a lot of time on the opening. The client usually has a very limited amount of time when he is in here, and only talks about his assets here at Key. During this opening, he opened up a little more about his outside assets and allowed Kossi to follow up later with an investment review.
— KeyBank Relationship Manager
Original branch experience
Before we got started, the branch experience involved multiple systems prone to timeouts and crashes, and it took 45 minutes on average to complete.
Original online experience
The online consumer experience had confusing input fields, expectations that weren’t communicated clearly on the page and took an average of 10 to 20 minutes to complete.
Wireframes and testing
Our three-person team identified the similarities between the branch administrator and consumer experiences to set up a main flow that we could begin testing. As a UX/UI designer on the project, I built wireframes in Freehand to work quickly through representing each screen of the master flow. After the wireframe stage, I developed a design direction for our first round of usability testing, and I iterated designs for each screen as we found out more and more from both consumers and branch administrators.
Final designs
KeyBank started building a design system at around the same time we started this account originations project, so I had to build a lot of new components that were then adopted by the system. I documented our work thoroughly in order to meet the needs of KeyBank’s development team—from grid-alignment across screen sizes to the spacing and size of components within each page. Since there wasn’t a standard in place for this part of the process within KeyBank, it took a lot of direct communication with the design system lead and the development team to land on the right approach for all of the new components and styles I was wanting to implement.
Results
The results of the beta release were overwhelmingly positive. The in-branch version was reduced to an average of five minutes—making the application experience quick and easy. This freed up more time for the RMs to discuss customer needs and other product offerings.
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