At TD Bank I was lead UX/Interaction Designer on a small team comprising myself, a visual designer and content writer. We worked closely with business analysts, strategists and product managers/VPs to identify opportunities for optimizing conversion rates on public-facing websites across lines of business.
In 2 years our team was responsible for generating over $10million of new business through optimization and redesign of pages, messaging, calls to action and other elements.
At the start of an optimization initiative, the business analyst would call attention to a page (or series of pages) that were part of a conversion funnel for a line of business. The BA would present a short deck which included current state of analytics and conversion rates and identify possible areas of enhancement.
Briefing would also include reference to previous optimization efforts that were/were not successful, along with other similar or closely related initiatives.
Working collaboratively with the team, we would quickly ideate using paper and whiteboard sketches and then turn the best ideas into wireframes and mockups which were circulated to the larger team for alignment.
Depending on the number of visitors the page(s) received on a monthly basis, we would test 1-3 variations for a period of 2-6 weeks.
With multiple stakeholders across lines of business, often with competing agendas and priorities, gaining consensus on design enhancements can be a challenge. Being able to work directly with Business Analysts and have direct insight into the actual performance of design changes enabled me to make more confident decisions based on real data.
Thanks for reading!
Check out more case studies below, or to get in touch, please connect with me via LinkedIn while I work on building out this site.