Central Pacific Bank (CPB) is a prominent financial institution based in Hawaii. Established in 1954,
it has a long history of serving the local community. CPB offers a wide range of banking services, including checking and savings accounts, loans, mortgages, and investment products.
During my time at Anthology Marketing Group, I suported this client for 5 years. In that time, I supported brand and marketing initiatives, visual updates, website and an app redesign.
For the app, My role was a Senior UX Designer, and I worked alongside brand, marketing, visual design, and engineering for 6 months to redesign the app.
Central Pacific Bank had a redesign, and needed to update its digital presence accordingly.
The goal
Offer more robust digital banking services, including mobile banking and online banking, allowing customers to manage their finances conveniently online without using the website.
General KPIs
New business needs: Increase community brand love and the number of active users by 15%
Cut operating costs: Increase the percentage of total transactions conducted digitally
Enhance user experience: Decrease task completion time for common banking tasks like transfers and bill payments
Team setup and success
Partnering with the client and our agency team, we set up a few principles to guide us through the process and ensure a successful collaboration
Our goals
Set SMART goals: Ensure team goals are Specific, Measurable, Achievable, Relevant, and Time-bound
Align with business objectives: Ensure our product goals contribute to the overall business strategy and financial performance
Prioritize user needs: A focus on creating products and features that genuinely improve users' lives and solves their financial problems
Measure and iterate: Continuously track key performance indicators and use data-driven insights to refine our strategy
Considerations
With a new brand identity, we needed to add simple and distinctive brand assets and cues to nod to this effort
The product needs to work for all audiences - from broad consumer, to more niche small businesses
We were largely speaking to Hawaiian locals. That mean't acknowledging Hawaiian culture, but steering clear of clichés
Lo-fidelity UX
Cosidering the visual design
Hi-fidelity UI
Outcome
By focusing on customer needs and leveraging technology, CPB has gained significant traction, especially among younger demographics. The app success demonstrates the potential for innovative banking solutions to challenge traditional financial institutions and improve the overall banking experience.