The Challenge
I was tasked with a critical mission for Fidelity Bank: to completely redesign their online presence to serve as a comprehensive digital banking platform while seamlessly integrating their proprietary LifeDesign Banking philosophy and the four-step C.A.R.E. process (C.A.R.E. for Your Life, Home, Business, and Future). My primary challenge was crafting a modern, intuitive, and conversion-focused user experience that could effectively cater to three distinct, high-value customer segments—Personal Banking, Business Banking, and Wealth Management—without overwhelming the user. The website needed to function as both a powerful resource center and a deeply personalized touchpoint, translating the bank’s commitment to community and comprehensive financial guidance into a cohesive digital structure, all while strictly adhering to their provided color palette and brand guidelines.
Solution and Impact
My solution began with wireframing to define a responsive, segmented architecture that streamlined the customer journey. My subsequent design centered on a clear, visual structure built around the four C.A.R.E. pillars, using them as key navigational drivers to contextualize products (like Home Lending, Business Loans, and Retirement Services). I designed the website with prominent, dedicated navigation for Personal, Business, and Wealth customers, ensuring immediate access to relevant services from any page. Finally, the website development resulted in a seamless, unified digital hub. This comprehensive project improved user engagement, simplified access to critical tools like online banking and appointment scheduling, and firmly positioned Fidelity Bank as a technology-forward institution deeply committed to its customers’ holistic financial well-being.
