Case Study
Modernizing the ABA’s Online Presence
How We Transformed ABA's Website to Empower Banking Advocates and Enhance User Experience
The American Bankers Association (ABA) is a dynamic organization at the forefront of the banking industry, empowering advocates and driving positive change for small businesses and the financial sector.
Overview
Client: The American Bankers Association (ABA)
Industry: Banking
Role: Lead Designer
The Ask
With a vision to modernize their website and enhance information discoverability, the ABA enlisted our cross-functional team, consisting of UX specialists, content experts, a seasoned project manager, and myself as the lead visual designer.
Our mission was clear — create a scalable design system that seamlessly integrates the brand, delivering a modern and captivating digital experience across all pages and layouts. Collaborating closely with users and key stakeholders, we embarked on a transformative journey to breathe new life into ABA's digital presence. Our ultimate goal? Empower users with a seamless browsing experience, while effortlessly accessing vital information that fuels their financial success. Together, we embraced the challenge and prepared to revolutionize the ABA's online world.
The Problem
The ABA aimed to streamline content authoring, enhance the navigability of their site for members, modernize the overall look and feel, and integrate multiple online sites into a unified and seamless experience. To accomplish these objectives, our cross-functional team collaborated closely with ABA members and stakeholders, conducting in-depth research and interviews to understand their needs and frustrations. Armed with these insights, we embarked on the mission of implementing a robust CMS platform and crafting a comprehensive solution that empowered ABA to author content more efficiently while delivering a modernized and user-friendly digital experience.
Building The Foundations
As the lead designer on the team, my primary focus was to translate the refreshed brand of the American Bankers Association (ABA) into a cohesive and visually engaging digital experience. Leveraging the principles of atomic design, I developed a robust design system that not only incorporated the foundations of the brand but also expanded upon it to create a modern and distinctive aesthetic. Collaborating closely with the UX designers and content strategist, I ensured that the design components aligned seamlessly with the user experience and content objectives.
Understanding the Users
To ensure the success of our project, we recognized the importance of understanding the needs and perspectives of ABA members—the primary users of the website. Through a series of in-depth interviews, we engaged with ABA members from banks of various sizes and individuals with diverse job descriptions. This allowed us to gain valuable insights into how they utilized the site and identify opportunities to better cater to their specific needs. One problem area that emerged was the suboptimal mobile experience and the challenges faced by ABA members accessing the site for resources, especially those advocating for banks on the Hill. They expressed the need for a more streamlined and efficient way to access vital information quickly.
Addressing the Mobile Experience and Resource Accessibility
Recognizing this pain point, we made it a top priority to optimize the mobile experience and enhance resource accessibility. We redesigned the site with a mobile-first approach, ensuring that the interface and content were seamlessly responsive across various devices. Additionally, we implemented intuitive navigation and search functionalities that enabled ABA members to easily locate and access the resources they needed, empowering them in their advocacy efforts.
Transforming the ABA's Online Presence
Through our collaborative efforts and the implementation of innovative solutions, we have successfully transformed the online presence of the American Bankers Association (ABA). The design system we developed, coupled with the enhanced navigability and streamlined content authoring processes, has revolutionized the way ABA members interact with the website. The mobile experience has been optimized, providing a seamless browsing experience on-the-go. ABA members advocating for banks on the Hill now have a user-friendly platform that grants them swift access to critical resources, empowering their efforts and reinforcing the ABA's position as a leading influencer in the banking industry.
By addressing specific pain points and leveraging user feedback, we have delivered a digital experience that exceeds expectations and solidifies the ABA's commitment to providing exceptional support and resources to its members.
Let’s Work Together!
Looking for a passionate designer to bring your project to life? Part of a team that shares my love for design? Let's explore the possibilities of working together!