Case Study: U.S. Bank

U.S. Bank is in the process of streamlining the design and functionality of their digital spaces. As a UX designer on the direct consumer lending team, I was tasked with redesigning the personal loan and credit lines application flows on our responsive website.

By collaborating with my team’s product owner, UX researcher, UX architect, content strategist, and engineers, we were able to create a successful user-centered application. Many scenarios were played out. The journey flow below is triggered when a user applies from the personal loan page. If they’re already a customer, they can log into their account and save time by having certain personal information (first and last name, social security number, phone number etc) automatically filled out by our systems.

The video showcases another scenario- applying for a debt consolidation personal loan after using Check Your Rate. Before a hard pull of an applicant’s credit information (possibly impacting their credit score), users have the option to check their loan rates with a soft pull. Once a soft pull has been conducted, they have the option to follow through with a personal loan application. The video shows how the information entered in the Check Your Rate flow is saved and automatically filled in the debt consolidation personal loan application.

There are a lot of variables in play so it was important for our team to consider every possible outcome. The impact of the new design is still being analyzed.

Role: UX designer | Credit: U.S. Bank