Most users visiting the website are looking for a specific product or category, but the breadth of offerings can make navigation complex and overwhelming. To address this, the information architecture was restructured to make product discovery faster, clearer, and scalable across a growing catalogue, with a focus on key KPIs such as navigation efficiency, customer engagement, and scalability for new product launches. A clear IA directly reduces drop-off and time-to-find, ensuring users reach the right product faster, which feeds directly into lead generation and conversion.

Product pages often contain dense information that can be difficult to scan and process, especially for users trying to make quick decisions. Most banks default to bullet-point lists, which do little to communicate product value or build intent. To address this, content was structured to clearly present the value proposition and key benefits, with a focus on KPIs such as lead generation and conversion. The design goal was to show users the value of each product as they scroll, in a way that builds genuine interest and drives lead conversion. This is directly tied to the lift from 3% to 7% conversion observed post-launch.

Users often need more context, such as use-cases, differences, and guidance, before choosing the right product, but this information is rarely integrated into the browsing experience. To address this, key guidance and supporting information were embedded within the journey to help users better understand products and make informed decisions, increasing trust and reducing drop-off.

Breaking free from the mould of traditional banking experiences, we developed interactive pages that make the experience more intuitive and engaging. These interactions were designed to improve customer engagement and session depth, contributing to the increase in average session duration from 50 seconds to 1 minute 20 seconds, while also supporting convenience and digital adoption. Longer, more engaged sessions give users the time needed to understand product value, making them more likely to convert.