UX Research & Strategy
WSFS Bank Website
WSFS Bank, a financial service company based in Delaware, approached the Archer Group to redesign its web platform and customer-facing site.
I led the user experience research and strategy for this project.
Goal
Original WSFS website
WSFS has an authentic, community-centric appeal that is immediately felt when you enter one of its branches or interact with a WSFS service member. Their website however lacked this unique spirit. The site had an outdated look and feel as well as poor functionality which made it difficult for customers to find what they were looking for.
The goal of this redesign was to update the WSFS site experience to reflect the uniqueness of their brand, increase customer awareness of their products and services, and reduce the amount of customer service support that the current site required.
Approach
During customer interviews, we heard firsthand how much customers love WSFS bank based on their experiences in the branches.
The Issue to solve
To understand the business and customer needs, an in-depth discovery process was conducted that included 23 stakeholder interviews, 15 customer interviews, a business goal workshop, a competitive analysis, a content audit, and a site traffic analysis.
“They value my time as a customer”
“They help my company achieve financial goals quicker”
“They act like a partner, not just a service provider”
“The employees know and recognize me by name.”
“They have a focused approach to my banking needs”
“They handle things personally”
Offline, WSFS changes how they work to satisfy their customers’ needs, whereas with their online site experience, they are asking customers to change the way they work in order to solve their needs.
The Solution
WSFS can demonstrate how they value their customers by designing an experience built around customer goals.
Build a website experience guided by three main customer-centric principles
Guide them through the process
Provide Clear, easy CTAs for acquisitions and services
Tell them about other products related to their needs
Give persistent live access to customer service
Show customers you know them
Prioritize landing page experience based on customer type (new vs. existing)
Provide a streamlined path to account access
Automatically identify their closest branch & ATMs
Provide a consistent experience across any device
Focus on their goals
Integrate financial education resources
Take a goal-oriented approach to products
Provide tools and education to support product selection
Serve up personalized content, relevant to the customer based on their stage of life and financial literacy
Site Architecture
By mapping the customer needs states, I was able to identify what features and functionality customers would need at each step of their engagement with WSFS.
I applied this organizational prioritization to the site architecture, ensuring that the site can serve the appropriate content to customers when and where they need it.
Personal banking customer need states
UI & Wireframes
Built on the Magento CMS, the site needed to have flexible and dynamic components that established easy-to-follow patterns for customers to navigate through product pages and application flows without friction.
Navigation
A double ribbon navigation structure was created to support easy findabilty across audience types and their associated products and services.
UX/UI
A design system was established with components that were organized into 12 flexible page template types, covering for the range of content and functionality that the site needed to include.
Product overview page template
Audience landing page
Product comparison table template
Designed site
Results
NPS score for digital services
19
point increase
Customer service tickets for login issues
30%
reduction
Online applications for personal banking products
19%
increase