Vontobel, a renowed Swiss private banking and investment management group, initiated a redesign of its corporate website. This effort aimed to enhance the user experience for both B2C and B2B audiences through qualitative research and a thorough design overhaul.

Client

Vontobel Dec 2022 - Feb 2023

Contribution

Ux Research, UX design

Team

Celine Bergamin

Corpotate website

As a UX researcher, I facilitated workshops, crafted research plans, conducted user interviews, and developed a visionary design concept. My focus on user needs, pain points, and expectations led to a redesigned website with more valuable and transparent communication and improved user guidance through impoved navigation.

Context

Vontobel recognized the imperative for a refreshed online presence, driven by insights gathered from qualitative interviews with the relevant B2C and B2B target audience.

Challenge

Navigating the intricacies of a corporate banking website presented a myriad of challenges. One prominent issue stemmed from an abundance of content, tailored for diverse target audiences but driven by siloed stakeholder interests. This resulted in a cluttered website, making navigation challenging and diluting the effectiveness of targeted messaging for distinct user groups. Our research aimed to unravel these complexities, aligning user expectations with the diverse content landscape and streamlining the overall digital experience for Vontobel.

Solution

Beginning with qualitative interviews, we identified key user groups, defined personas, and established design principles as a compass for Vontobel's website, ensuring it aligns with user expectations. Created vision mockups to visualize design principles, focusing on transparency, guidance, and expert insights.

Insights:
Content Enhancement: Increased transparency on fees and conditions, featuring dedicated sections for products and tailored content for Individuals and Experts.
Navigation Streamlining: Reduced complexity by simplifying navigation and providing clear separation between private and corporate information.

Design Principles:
Expert Insight: Prioritized valuable, trusted financial insights.
Transparency: Ensured clear communication of costs and changes.
Guided Experience: Designed to guide users through relevant content based on their needs and journey stage.
 
 

Vision mockups to visualize design principles, focusing on providing clear separation between private and corporate information.

Process

Phase I: Research & Analysis

Initiated by defining user groups, Vontobel's website ecosystem, and content structure. Conducted user interviews to evaluate expectations, needs, and pain points specific to Vontobel.com.

Phase II - Requirements Engineering

Analyzed insights from each target group, focusing on content, navigation, and the overall user experience.

Employed Miro boards for research analysis, outlining solutions tailored to user needs.

Defined design principles and visualized concepts through visionary mockups to guide Vontobel's website redesign.

Generated a research report where I summarized insights from interviews and user tests, focusing on content preferences, user experiences, and navigation insights for various target audiences.