Design System

Bank of the West embarked on a transformative journey aimed at revolutionizing its digital presence in two distinct stages. The initial phase focused on revitalizing the brand and crafting a cutting-edge 2.0 version of the bank's existing design. This phase served as the foundation upon which the subsequent stage would be built, emphasizing scalability and enhanced functionality.
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In 2020, Bank of the West recognized the urgent need to create a captivating and user-friendly digital banking experience that would vividly convey the essence of what sets it apart. The previous website had succumbed to complexity, posing challenges both internally and externally. As the platform evolved with the addition of new products and features, navigation became cumbersome for customers, while the back-end infrastructure grew increasingly intricate for the bank to manage and scale effectively.

Approach

We embarked on a journey to enhance Bank of the West's digital experience through the development of a robust design system. This began with a comprehensive audit to assess current offerings and identify areas for improvement. Collaborating closely with Bank of the West teams, we redefined the design system, focusing on freshness and intuitiveness.Our redesign iterations included refining colors, iconography, and UI elements for mobile and web platforms. We introduced a contemporary color palette and explored innovative illustrative elements to enhance storytelling. Through iterative feedback and refinement, we ensured alignment with user needs and preferences, resulting in a dynamic and adaptive digital platform poised to deliver an engaging customer experience.

Outcome

Through meticulous planning and execution, Bank of the West successfully navigated its digital transformation journey. The revamped digital platform not only addressed the core issues of usability and complexity but also reaffirmed the bank's commitment to innovation and customer-centricity. Phase 1 of the project marked a significant milestone, enabling Bank of the West to rebrand and reshape their customer relationships.

By creating a fresh and approachable design library, we facilitated the transformation of content into easily digestible formats, simplifying the overall experience and flow. Customers now find navigating through the digital experience effortless, leading to increased satisfaction and confidence. With a revamped design system in place, Bank of the West has positioned itself as a pioneer in the financial services industry, delivering a compelling and intuitive digital banking experience that resonates with customers.

ADDITIONAL DESIGN

After working in the digital sphere, Bank of The West wanted to re-vamp their brand at their branches. For this 2-month project, I worked in-house with the creative team, with some of the customer-facing branding, such as posters and flyers. The Q1 2020 campaign had, at its core, the purpose of giving the public awareness of what banks finance and especially, what they don’t finance. Allowing customers to look further at what having an account with a bank can lead to.

Revolutionizing Digital Banking: Pioneering a Human-Centric Design System