Led end-to-end redesign of the banker-facing digital platform — eliminating printed assets and enabling seamless digital sharing across the client acquisition funnel. Fortune 500 engagement at Incedo Inc.
Role
Lead UX Designer
Timeline
2021 – 2023
Domain
Banking / Fintech
Deliverables
Platform + Design System
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01Context & My Role
This engagement was delivered through Incedo Inc., where I was embedded directly inside the US Bank product team as Lead UX Designer. I owned the end-to-end design process — from initial discovery through engineering handoff and QA.
The project spanned two years across multiple business units, requiring complex stakeholder navigation while maintaining design velocity alongside agile engineering sprints.
My Contributions
Led research synthesis, IA restructuring, wireframe iteration cycles, and final high-fidelity Figma deliverables. Architected the multi-BU design system. Presented design rationale to C-suite. Mentored a junior designer on the engagement.
Project context
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02The Problem
Bankers at US Bank were running a client acquisition workflow built almost entirely on printed flyers and physical materials. Digital tools existed but were siloed, slow to update, and couldn't be shared dynamically with clients.
Personalization at scale was impossible — every client received the same generic materials. The funnel had measurable friction from initial contact through application completion.
As-is Workflow Map
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"Bankers couldn't store anything digitally — every client touchpoint started with a printer."
Current State — Channel Dependency Analysis
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03Research
Research focused on understanding friction across the banker–client acquisition journey. Methods were chosen to surface behavioral patterns and systemic causes.
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Stakeholder Interviews
In-depth sessions with bankers, branch managers, and product owners to map the current workflow and identify organizational constraints.
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Contextual Inquiry
Observed bankers during real client interactions to see where printed materials created friction and which digital tools were avoided.
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Competitive Analysis
Identified 3-step redundancy in legacy entry flows by benchmarking against peer financial institutions' acquisition patterns.
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Affinity Mapping
Synthesized findings across all research streams into clustered insights driving feature prioritization and IA decisions.
Key Insight
Bankers weren't avoiding digital tools because they preferred print — they avoided them because the tools required more steps than just printing a flyer. Speed of use was the real barrier, not digital literacy.
Research Synthesis — Affinity Map
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04Design Process
Four iterative phases — from structural exploration to a fully componentized system ready for engineering handoff.
01
Information Architecture
Restructured platform IA to support banker-facing and customer-facing views with role-based access logic built in from the start.
02
Wireframing & Concept Testing
Rapid wireframe iterations tested with 6 bankers across two rounds. Validated navigation and personalization flow before visual design.
03
Multi-BU Design System
White-labeled Figma design system enabling consistent brand delivery across business units — without rework per deployment.
04
High-Fidelity & Handoff
Interactive prototypes with annotated specs. Worked with dev leads to QA component behavior and edge states pre-release.
Wireframe Iterations
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Design System — Component Library
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05Solution
The redesigned platform gave bankers a fully digital acquisition toolkit. Core shift: from static printed materials to a dynamic, personalized content engine that met clients where they were.
Key features included a personalized recommendation engine surfacing relevant products based on client profile, multi-channel delivery in 2 clicks, and a shared design system that made each new BU deployment a configuration — not a rebuild.
Platform shipped alongside agile engineering teams. Outcomes measured against pre-launch baselines — validated with the client's analytics team.
+20%
Application rate uplift via simplified banker & customer workflows
−30%
Drop-off reduction through personalized recommendation tools
3×
Channel expansion from print-only to Email, QR & SMS
"The design system alone eliminated weeks of rework across every new business unit deployment."
What I'd Do Differently
I'd push for longitudinal measurement beyond the initial launch window. We measured 30-day post-launch metrics, but how patterns held over 6–12 months as bankers fully adopted the new workflow would have been compelling data for continued investment.