Recognizing the importance of user experience in retaining and attracting business clients, U.S. Bank initiated a project to enhance its enterprise-level B2B credit card application. The goal was to create a streamlined and intuitive platform that would cater to firms applying for credit cards on behalf of their employees. This initiative aimed to address existing pain points and align the application process with modern user expectations.
I conducted comprehensive user research involving interviews and surveys with key stakeholders, including program administrators and end-users. This research aimed to understand user needs, pain points, and workflows when managing business credit card applications. The findings highlighted several critical gaps in the existing design.
Through user research, including stakeholder interviews and feedback from business clients, several critical pain points were uncovered:
Complex User Journeys
The application process was lengthy and often confusing, leading to user frustration and increased abandonment rates.
Limited Guidance
The platform provided minimal assistance for new users, leading to frustration during the application.
Inefficient Navigation
Users struggled to find relevant information and complete tasks efficiently, impacting overall satisfaction with the service.
Accessibility Issues
The existing interface did not adequately address the needs of all users, particularly those with disabilities.
Based on the user research and usability testing findings, I initiated the design phase by developing an initial concept that aimed to address the identified pain points and usability challenges. This phase involved several steps, including creating user flow diagrams, designing low-fidelity wireframes, and collaborating closely with the client and stakeholders to ensure alignment with their expectations.
With the user flows finalized, I proceeded to create low-fidelity wireframes for the Main Account module. These wireframes served as the initial visual representation of the redesigned module, focusing on the layout, content organization, and key functionalities. The goal was to outline the structure and interaction patterns without getting caught up in visual details.
I handed over the wireframe to the visual designer, marking a critical step in the design process that connects UX design with visual design. I prepared for the handoff by annotating the wireframes with design notes and user interactions to ensure clarity and context. Effective communication during this transition was essential, allowing the visual designer to understand the design rationale and address any questions.
The redesign of the U.S. Bank B2B credit card website significantly enhanced user experience by addressing usability challenges identified through research. By implementing user-centered design solutions, we improved navigation and streamlined the process for Program Administrators (PAs) to manage credit card transactions and financial statements, resulting in increased task completion rates and user satisfaction scores. The introduction of clear instructions and visual aids helped reduce errors and support inquiries, empowering PAs to perform their tasks more confidently and efficiently. This case study highlights the critical role of user research and iterative design in creating effective B2B solutions, demonstrating that prioritizing user needs leads to a more intuitive platform. The project's success underscores the importance of collaboration among UX designers, stakeholders, and developers, and the insights gained will inform future design iterations, ensuring the platform remains responsive to users' evolving needs.
