Project: Improve the user experience of Bank of the West’s digital channels by directing digital agencies and building and directing internal UX team
Position: User Experience Director & Creative Director, Bank of the West
- Home pages, Personal, Small Business, Commercial (launched March 2013) Interactive Media Awards 2013 Best in Class Award
- Mobile Interim Product Pages (launched April 2013)
- Mobile Product Pages (launched May 2013)
- Online Investing Interim Product Pages (launched May 2013)
- Online Investing Product Pages (launched August 2013)
- Mobile 2.1, iPhone, iPad, Android, Mobile Web (launched November 2013)
› User Experience Direction
› Design Direction
› Brand Direction
› Lean UX
› Resourcing and Budgeting
› Team Building
Seeking to transform its brand, Bank of the West, a wholly owned subsidiary of BNP Paribas, invested in its digital channels product offering. In order to maintain a consistent and intuitive customer experience, Bank of the West brought on Andrew Gold to spearhead the redesign of its digital channels by managing the digital agency relationships and building an internal UX team.
Andrew, beginning the engagement as a consultant, built the internal User Experience Team from the ground up as the first UX Director. He hired and directed a senior team of visual, interaction and editorial designers. He set the creative vision and managed budget, UX roadmap and agency relationships.
In his dual role as Creative Director and User Experience Director, Andrew partnered closely with the product teams — digital channels, engineering, vendors and agencies. He managed the relationships and directed the design while concurrently hiring an internal user experience team. Working with digital channels leadership, he quickly set a vision for the Bank of the West user experience.
Employing an agile, iterative design process, Andrew helped direct the consistent and intuitive design of the digital channel products. The rapid iterations included user testing and usability testing, with emphasis on truly understanding the customer needs to create the best customer experience.
Andrew and his team delivered redesigns of online, mobile, tablet, email and social channels. Andrew served as the UX Lead for the homepage redesign for Consumer, Small Business and Commercial homepages that won IMA 2013 Best in Class award. He transformed the digital brand by directing holistic designs for bankofthewest.com, Online Account Opening, Online Banking, Mobile Banking, Online Investing, and social properties.
Andrew served as the UX lead for mobile redesign including iPhone, iPad and Android applications and mobile browser. The UX team prototyped rapidly with iterative designs in parallel with development to accelerate the design and development process.
Millions of customers are delighted by the improvements. Andrew was able to successfully standup the internal UX team and transform the Bank of the West online, mobile and tablet experiences to fully align with Go West®.