About Velo By East West Bank:

Velo by East West Bank® is a global digital banking service that allows international customers to access premium financial products and services offered by East West Bank. With Velo, users can open a U.S. checking account in minutes, obtain a U.S. debit card in their home country, and send & receive money across global banking accounts.

Project Overview:

As a newly launched product and service, we were tasked with creating a website that serves as our core branding and awareness initiative within our growth marketing acquisition strategy.

Team:

I worked with the SVP of the marketing manager, content strategies, as well as two engineers and a technical manager to ship this product. We also worked with the compliance team in our organization to review content, and the graphics are adhering to governmental regulations and laws.

Design Goals:

  1. Building a clear information architecture prioritizes the business needs and organizing the content in a findable and easily discoverable way.
  2. Creating design templates for both desktop and mobile in both English and Chinese languages.
  3. Creating aesthetic design components that can be reusable on the new web page.

Design Process:

  1. Research
  2. Information Architecture
  3. Prototype & User Testing
  4. Style Guide & UI Kit
  5. Bilingual Design
  • Role:
    Product manager & product designer
  • Duration:
    4 Month
  • Language:
    English and Chinese

Research


A unique bank website design has more chances to hook visitors, as we are looking for custom experiences and diversity. 4 essential principles applied to this website are security measures, ensure accessibility, developing for different devices, and maintaining brand identity. The design solutions to achieve the essentials are simplicity, consistency, custom iconography, and real-life photography.

User Persona:

Information Architecture


I refined the information architecture based on open and close card sorting results and survey analysis. This exercise is divided into two groups. One is with the SVP of marketing, and the other group is our target audience. Working with these two groups to ask them to group the cards into categories that make sense to them to understand what is the business priority and what is the customer needs. The goal is to find the best solution to satisfy both parties.

Prototype & User Testing


After we validated the navigation with the team, we were satisfied with the information architecture. I started to work on the flow and interface. I love to start with a low fidelity sketch and then communicate with the team to provide a common understanding.

Then I created the clickable prototype for the main features of the website on Figma. We tested with the users on given tasks. The goal for this testing is to have the users find their desired destination with no stress and find out when the users want to drop off the task.

Key Findings:

Style Guid & UI Kit

The website will be developed on AEM(Adobe Experience Manager), creating a clear UI kit will help the AEM developers creating the component.

Design Template

Bilingual Design

While we develop the website, we need to consider the impact of bilingual. In this project, using representative content in both languages helped to build a solid idea of structure and spot any translations that have caused design issues very early on. We must ensure there was enough flexibility to accommodate the content without affecting the user’s experience.




Next Step

This is a 4-month design sprint and ongoing project, we will continue user testing to improve the user experience and create new components as the business needs.



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