U.S. Bank

Intro

U.S. Bank is one of the largest financial institutions in the U.S., with a strong presence on the West Coast and a growing digital presence nationwide. As part of a larger agency team, I contributed to the redesign of key pages on their website and mobile platforms, aligning our work to updated brand standards. We also partnered on digital innovation initiatives aimed at expanding engagement and accessibility across their ecosystem of products.

Challenge

The primary challenge was balancing strict brand guidelines and compliance requirements with modern UX expectations. Complex features such as financial calculators, rate tables, and legal disclaimers had to be made approachable, usable, and visually cohesive across devices. The work also demanded precision in responsive design and close collaboration with internal stakeholders and developers to ensure functionality met accessibility and regulatory standards.

• Interpreting and applying a new brand system across hundreds of modular web components
• Designing for complex financial content, including disclaimers, calculators, and data tables
• Ensuring accessibility and responsiveness across desktop and mobile platforms
• Creating scalable visual assets under strict compliance and legal oversight

Process

We began with exploratory UX work, mapping user flows and content hierarchies in wireframe form. Iterations focused on simplifying interactions while maintaining the integrity of required legal and financial content. Once concepts were approved, we moved into visual design using the updated brand library, carefully refining typography, spacing, and UI elements. Throughout the project, I also contributed photography, iconography, and micro-interactions.

• Wireframing and content modeling to simplify complex financial data
• Collaborating with cross-functional teams to meet compliance and branding goals
• Designing mobile-first components that translated seamlessly to desktop
• Curating photography and retouching assets for a consistent brand tone
• Creating iconography and visual enhancements to aid usability

Opportunity

The redesign allowed U.S. Bank to modernize its digital interfaces while staying aligned with the institution’s values of trust, security, and clarity. By improving usability across devices and delivering accessible, intuitive tools, we helped the brand speak more confidently to a wider audience, including modern and mobile-first customers.

These designs strike a rare balance between clarity, compliance, and customer engagement.

— Creative Director

Competitive Environment

Fintech challengers and mobile-first banks are reshaping user expectations for digital banking. U.S. Bank needed to offer experiences that were not just secure and functional, but delightful and forward-thinking. Our design work aimed to close the gap between traditional banking standards and the elevated UX of modern digital platforms.

Credits

Partnering with a cross-disciplinary team spanning creative, brand, product, and engineering, I helped shape strategy, structure, and visuals. From early wireframes to final design, I worked closely with stakeholders to align vision and execution.

Outcome

The redesigned site and app screens were well received internally and became templates for future rollouts. Our work laid a foundation of consistency and flexibility, allowing the internal teams to scale new pages efficiently. By pairing strong UX structure with thoughtful visuals, we helped U.S. Bank improve the quality and speed of its digital delivery.

• Delivered dozens of responsive, component-driven layouts aligned with the new brand
• 35% faster completion time on calculators and comparison tools
• Produced assets and annotated designs that aided handoff to U.S. Bank’s internal development team
• Improved clarity, usability, and accessibility across key financial tools
• Created modular templates that were reused in future marketing and service rollouts

The work extended beyond just static web pages, our contributions included conceptual UI for a mobile shopping assistant powered by AI. This tool used past purchasing behavior to provide real-time product recommendations and personalized tips. It was a glimpse into how legacy institutions like U.S. Bank could innovate to meet evolving customer needs.