Introduction
The M&T Bank website redesign was a complete transformation aimed at creating a warmer, more user-friendly, and accessible online experience. As the sole designer within the organization, I spearheaded the project, collaborating with a design agency for key pages, such as the homepage. The redesign focused on user-centered design, accessibility, and a consistent visual hierarchy to captivate users and encourage exploration. By addressing the needs of both current and prospective customers, the project spotlighted essential features like the mobile app, local business offerings, and add-ons like loans and savings accounts, helping to boost engagement and drive conversions.
Goals
The primary objectives of the redesign were to improve usability, accessibility, and engagement while increasing conversion rates for personal and business prospects. User research revealed significant pain points, including a lack of clear navigation, sub-par search functionality, and weak visual hierarchy. These findings drove the project’s focus on delivering a modernized, intuitive website that resonated with its diverse audience.
Challenges
With a tight timeline of less than two years, the redesign faced several constraints, including a small team consisting of myself and a few developers. Compliance restrictions added another layer of complexity, as all new copy required approval—a process that often took weeks per page. To maintain consistency despite these challenges, we leveraged Adobe Experience Manager (AEM) to create reusable components. These components enabled a streamlined process for building pages and ensured a cohesive user experience across the site.
Homepage
Outcomes
The redesigned website achieved a 20% increase in user engagement and significantly improved accessibility, addressing a critical gap in the previous version. Paired with updated marketing efforts, the project contributed to a 3% boost in overall conversion rates. This was a major success for the bank, as it enhanced the customer experience while aligning with business goals.
Reflections
This project was a pivotal moment in my career, marking my transition from training to real-world application of UX principles. I gained invaluable experience collaborating with stakeholders across personal, business, and commercial banking teams while managing constraints and tight deadlines. It also deepened my expertise in accessibility, a skill that continues to inform my work today. This redesign not only taught me how to prioritize user needs within technical and regulatory limits but also shaped my approach to creating scalable, impactful design solutions.
