Live Oak Bank Homepage Re-Design
Lead Product Designer leading comprehensive homepage redesign to modernize banking experience and improve conversion rates for business and personal banking customers
Homepage Modernization
2022-2026
Lead Product Designer
Live Oak Bank
The Challenge
Live Oak Bank's homepage needed modernization to better serve both business and personal banking customers while improving conversion rates and clearly communicating the bank's unique value proposition of personalized banking solutions.
Objectives
- Modernize homepage design to reflect Live Oak Bank's innovative banking approach
- Create clear pathways for Business Solutions and Personal Banking audiences
- Improve conversion rates for key user journeys
- Enhance mobile experience and accessibility
- Showcase Live Oak Bank's approach and differentiators more effectively
My Responsibilities
- Strategic Vision: Led homepage redesign strategy aligned with business goals
- User Research: Conducted customer interviews and analytics review to inform design decisions
- Experience Design: Directed UX/UI design for homepage components and user flows
- Cross-functional Leadership: Collaborated with marketing, product, and engineering teams
- Testing & Optimization: Oversaw A/B testing and iterative improvements
The Solution
Redesigned homepage with hero messaging 'Banking Built Around You', clear segmentation between Business Solutions and Personal Banking, prominent approach differentiation section, customer testimonials, and streamlined contact options. The design emphasizes Live Oak Bank's SBA lending expertise and personalized service approach.
Project Gallery
Live Oak Bank homepage redesign featuring 'Banking Built Around You' hero, Business Solutions and Personal Banking sections, approach differentiation, and customer testimonials
Visual O.O.U.X. Workshop (5.18.23) - Object Oriented User Experience design process showing component breakdown, Phase 1 and Phase 2 navigation exploration, and future mega-menu possibilities for improved site architecture
Results & Impact
- Improved homepage clarity with distinct Business and Personal Banking pathways
- Enhanced mobile responsiveness and accessibility compliance
- Clearer communication of Live Oak Bank's unique approach and differentiators
- Streamlined user journeys from homepage to key conversion points
- Modern, professional design reflecting Live Oak Bank's innovative banking model
Key Takeaway
This homepage redesign demonstrates how strategic UX leadership can transform a bank's digital front door to better serve diverse customer segments while maintaining brand consistency and driving business results.