WEBSITE REDESIGN, navigation redesign, ux design, interaction design, branding, visual design
Large Financial Client*
PLATFORM: Website, tablet, mobile
BACKGROUND
About Marcus
Marcus by Goldman Sachs is Goldman Sachs' new consumer facing loan product. Marcus 1.0 was launched in October 2016 and designed by Elephant.
For Marcus, I was brought in as an in-house UX designer on the product team to work on redesigning the platform and adding new features to new product lines.
CHALLENGE
How might we redesign Goldman Sachs' consumer-facing product to appeal to millennials?
Loan product users currently felt that Marcus:
was cold and felt flat.
was unfamiliar and an extension of Goldman Sachs.
is old school and stodgy.
UX PROCESS
As one of the first designers in the group, I was given the task of carving out the UX process and socializing the user experience with the product, development, and business teams. We created personas, journey maps, userflows, and sitemaps to focus on our user experience.
UX Research process accomplishments :
created a UX Interview Script.
drafted 1-on-1 field guide.
created Design checklist.
GLOBAL REDESIGN
Creating a new responsive home page
Initially, an empathy map was created to step into the mind of the user. The empathy map was focused into an affinity map, of which I developed topics to focus my interview questions. 25 interview questions were created that focused on 4 main topics: Motivations, External Factors, Internal Factors, and Initial Thoughts in choosing movies.
VISUAL + BRANDING
As a designer, I had the opportunity to work on crossover projects with the Brand Marketing team. I was able to take creative direction and design ad banners, which were used for a campaign for a conference.
ADDING A FEATURE: DOB CONFIRMATION
Initial wireframes were created from a product requirements brief. Wireframes were created in this project to carve out artifacts to be used in future design systems and a modal design was integrated in the the Style Guide. When the designs were brought to high fidelity, a design decision was made to move the DOB confirmation to an entirely new page consistent with the flow for a smoother user experience.
GLOBAL PROFILE
The Global Profile was redesigned because of the integration of the Savings product. Design considerations involved retaining the Lending Product's Profile page, while adding fields from the Savings Product. Edit and error states were also created. Legal text was also integrated to drop within a tooltip.
NAVIGATION
The navigation was redesigned with the purpose of Search Engine Optimization (SEO), while giving the users the option of diverse products. Initial exploration revealed that there were too many products in the menu to create a top bar navigation. The design decision was made to include all products under a Hamburger menu, which would not affect SEO in a top drawer. Profile settings would live in a separate drop down so the user would be able to access all of her personalized settings in one location.
All projects belong to Goldman Sachs.