BBVA, the global financial services company, wanted to upgrade its online banking sites, which were outdated and inconsistent across 13 countries. Spring Studio was asked to design an extensible framework that could be applied worldwide. In the process, we began thinking about what the future of banking might look like for BBVA and its customers.
I led the content effort for this project, working with a small team of UX designers, researchers, project managers and developers. We collaborated with teams in different countries, including Spain, Argentina and Mexico.
It’s a good idea to start a redesign with a content audit. We identified features and functionality common to multiple countries as well as content gaps.
The main content gap we found was a lack of clear guidance for customers wanting to do a better job of managing their finances.
As we explored the question of how BBVA could offer more financial guidance, we needed a model for makes a person financially fit.
We analyzed competitors in Fin-Tech space and zeroed in on three questions that users ask themselves.
We came up with a content strategy to take BBVA to the next level, focusing on these five categories of content.
We iterated on modular designs for a home page, with different blocks designed to provide more financial intelligence than customers were receiving.
The most basic form of personalization is a greeting. It’s becoming standard practice, but even this simple step was lacking on most BBVA sites.
As we created content to provide users with advice and insgihts, we experimented with different dialogues for a chatbot.
We held a design thinking workshop in San Francisco with a team from Mexico.
The End Result: Many of our design explorations were implemented successfully in Mexico for Bancomer, one of BBVA’s largest banks.