U.S. Bank work
Content stRategist and Assistant VIce President
U.S. Bank is the fifth-largest banking institution in the United States, and is headquartered in Downtown Minneapolis. It provides banking, investment, mortgage, trust, and payment services to individuals, businesses, government entities, and other financial institutions.
Throughout my tenure at the bank, I’ve worked as a content strategist applying the U.S. Bank voice and tone to many pages on the unauthenticated side of the website. I’ve partnered with UX architects, visual designers, researchers, SEO consultants, accessibility specialists, software developers, product owners, and business lines to bring the U.S. Bank purpose to fruition: We invest our hearts and minds to power human potential.
Updates in progress
Inclusive Imagery
In 2022 I received a Platinum Shield Award for a guide I’d created (with help from my design friends) about using inclusive imagery. I’d initially created the project as a 2021 goal highlighting the importance of using images that reflect the vast array of our customers.
Demographics included:
• Race & ethnicity
• Gender
• Sexual orientation
• Body type
• Ability
• Age
• Socioeconomic & geographic location
In 2019, our Dotcom Sales UX team was tasked with updating the global home page, where anyone who visits usbank.com lands first.
The previous page used an inaccessible text overlay on the banner image, requiring designers to use a dark gradient over the images to make text more visible. It also featured a carousel of products and offers that users lost patience in after only one or two shifts in content (so much for the remaining three to five topics). Furthermore, there were a slew of behind the scenes issues, like poorly optimized images, excess code, and slow speed to market for any content updates.
Through many rounds of wireframes, research, and A/B testing, the new homepage resulted in a banner with accessible content and calls to action, in-page navigation for quick access to high-traffic areas of the site, and features and links for other high-profile areas of usbank.com. Behind-the-scenes issues were also resolved, and the banner content can now be changed with a few simple clicks (and careful planning).
One user response: “I like how easy and straightforward this website is to use.”