As Bank Saqu expanded its offerings, the homepage became cluttered with features, promotions, and updates, making navigation and product discovery more difficult. The redesign focused on simplifying the experience through clearer information hierarchy, improved discoverability, and a scalable structure to support future growth.
As Bank Saqu expanded its product offerings, the homepage became increasingly complex and harder to navigate.
Multiple features, promotions, maintenance updates, and partnerships were presented without clear separation or hierarchy. Users struggled to quickly understand available products and locate what they needed.
This led to a key problem: the homepage was no longer acting as a clear entry point; it felt cluttered and overwhelming.
Our goal was to simplify the homepage experience by improving structure, clarity, and discoverability, while creating a scalable foundation for future product expansion.
As Bank Saqu's product ecosystem grew, users struggled to:
Discover relevant features and promotions due to the lack of clear structure and dedicated sections
Understand product offerings because of unclear naming and insufficient contextual information
Differentiate between key functionalities (e.g., transactions, rewards, investments)
Access important information such as maintenance updates and account details efficiently
How might we improve feature and promotion discoverability based on user needs and intent?
How might we make maintenance and important system information more visible without overwhelming users?
How might we simplify navigation so users can access key features faster and more intuitively?
How might we help users better understand product structures, balances, and account information?
Improve product and feature discoverability across the homepage
Reduce friction in accessing key actions and information
Increase user understanding of product structure and balances
Enhance clarity of system information (e.g. maintenance, errors)
Create a scalable and structured layout to support future product growth
To understand how leading fintech apps structure their homepage and prioritize content, I analyzed several digital banking platforms.
Key patterns observed:
Key Insight: Users don't explore the homepage; they scan it for immediate actions. Primary actions must be instantly visible, secondary content shouldn't compete for attention, and structure matters more than content volume. The problem wasn't a lack of features; it was a lack of prioritization.
We explored two approaches:
We chose the action-first approach. Usability testing showed users primarily come to the homepage to check balance, transfer/pay, and access key features quickly, not to browse the full product catalog. A feature-first layout would have continued treating every product as equally important, which was the root cause of the original clutter problem.
Strategy:
Key Takeaway: Exploring multiple directions confirmed that an action-first layout provides the clearest and fastest path for users to complete their primary tasks.
Before finalizing the solution, I explored multiple layout directions to determine the most effective way to prioritize user actions and organize content.
Key explorations included:
Key Takeaway: Testing top vs. mid-page placement and different grouping options showed that leading with primary actions kept the layout the clearest and quickest to scan.
1. Prioritizing Core Actions
Moved key actions (balance, transfer, pay) to the most prominent area.
2. Improving Information Hierarchy
Reorganized homepage into clear sections:
3. Contextual Information System
4. Highlighting Promotions Strategically
Placed promo section in a visible but non-disruptive position.
5. Balance Clarity Improvement
Display only the usable balance for transactions.
Usability testing revealed:
Based on this:
User impact:
Business impact:
This project reinforced that homepage design is not about showcasing all features but about prioritizing the right ones.
Key learnings:
A successful homepage doesn’t show everything, it helps users do the right thing faster.
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