DepositAccounts is the go-to website for tracking savings rates at 11,000 financial institutions across the U.S. With half a million visitors each month, DepositAccounts is an established brand with a reputation for delivering thorough and unbiased data.
The problem? Their look was dated and the details needed a UX refresh. I worked with a product designer to reorganize and update the content. The new design saw a 97% increase in click-through rate.
Information overload! The website is full of useful content, but it’s hard to know where to look first or understand anything at a glance. We’re missing crucial details upfront (such as overall ratings) and omitting the reassurance users need to continue (such as time stamps that the page is up to date). Nothing is scannable, which is the way most users want to do their research, and there are few opportunities for referral clicks– the key way that DepositAccounts makes money.
Ta-da! Now everything is organized into a hierarchy that makes sense. There are plenty of date stamps, clear labels and quick explanations to make users feel reassured and in control of their experience. Rates and links to accounts are more prominent. I’ve written a methodology statement that reinforces the unbiased expertise of the brand.
A couple of callouts:
-The old website included a branch finder and a list of nearby branches. This was originally included in the new design, but I pushed back on the product manager to reassess. This felt like dated UI to me and that we’d be wasting our time and resources by updating this feature. The product manager investigated the data and agreed – the visitor counts and feature interactions didn’t support bringing the location finder into the new site design.
-The bank ratings categories were unclear: Availability, Features, Average Customer Review, Health Rating. I worked with the stakeholder to update the labels and reorganize some category details to make more sense: Popularity, Overall Value, Digital Banking, Customer Satisfaction, and Health Rating.
-I also updated the account ratings categories. They used to be: APY, Min Deposit, Min Balance, Monthly Service Charge, Other Fees/Features. Now the categories make more sense for a 5-star rating and are more user friendly: Competitive Rates, Low Minimums, Low Monthly Fees, Few Transaction Fees, Additional Perks.