SmartBiz is an innovative startup on a mission to acquire a bank and empower the small business community. By combining technology, data, and human insight, they aim to provide entrepreneurs with the access, tools, and insights necessary for growth.

 

The previous website was outdated and didn’t meet the needs of the target audience.

To address this, I collaborated closely with the product team, developers, and marketing team to enhance the user experience for entrepreneurs seeking funding for their small businesses.

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I began by dissecting the existing design and worked with copywriters to prepare the site for its legal launch as a bank. The CEO envisioned a simple yet sophisticated look that blended elements of both fintech and traditional banking. While the company did not want to undertake a large rebrand, they aimed to modify the logo to include “bank” while still retaining the essence of the original design. Larger call-to-action buttons were implemented to enhance usability, and ensuring the site was ADA compliant was crucial, necessitating updates to meet accessibility standards. The CEO also wanted to convey the concept of "business banking redefined," requiring sections where key services and features could be clearly explained.

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To better understand users, I analyzed visitor data using Lucky Orange and collaborated with cross-functional teams to gain insights into the customer base. This process led to the creation of detailed personas representing those applying for SBA loans, bank term loans, and lines of credit. Additionally, I reviewed heat maps to identify user behavior on the site.

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After thorough copy review, persona development, and data analysis, I moved into the wireframing phase, crafting a design that would undergo user testing. The result is a modern, intuitive website that effectively serves the needs of entrepreneurs and reflects SmartBiz’s commitment to revolutionizing banking for small businesses.