ABN AMRO

Supporting ABN AMRO with a Knowledge Platform Redesign, Optimised Value Propositions and Customer Journeys.

 

Role: Senior UX/Visual Designer
Activities: UX Design, Information Architecture, Visual Design, Art Direction, Research
Tools: Figma, Adobe CC, Usabilla, Adobe Analytics, Microsoft Tools
Length: 1.6 year

For ABN AMRO I was responsible for the redesign of their knowledge platform and optimisation of several customer journey flows with a focus on acquisition, activation, retention, and conversion optimisation. I conducted usability/user research and tested/validated prototypes and components with users regarding the domain of Investments, Asset Management, and Pensions.


Some key results:

  • Redesigned their knowledge platform and supported with the implementation of the newcontent, information architecture and taxonomy resulting in more engagement.

  • Increased sign-ups of Self Investing value proposition through optimisation trajectory.

  • Launched and designed the customer journey, assets, illustrations and animations for their proof-of-concept and Investing trial which was a promotion within Self Investing Basic.

 

Redesigning ABN AMRO’s knowledge platform into a more intuitive and user friendly platform.

To get people into investing we needed to provide clear insight into investments as savings will eventually become less beneficial. The result was a platform with a new hierarchy and information architecture providing a platform with informative articles and rich content for beginners and more advanced investors.

 

Improving the UX and Activation of Self Investing Plus proposition by 24% through optimisation and research.

By thoroughly optimizing the self-investment web page and performing research, the most important customer questions were answered and it became clear what the product is and in which one can invest, so that more customers could place an order within the 1st month.

Designing engaging animations that tell a story and explain in how to invest.

To enrich the content for the customers I created several animation videos that explain how to invest. The purpose of this animation was to guide customers into developing their own own investment strategy as a next step. An important part of this is spreading the risk.