Bank Saqu Website Rebranding

As part of a company-wide rebranding, BJJ and BSQ merged two separate websites into a single platform to create a unified digital experience. The challenge was to preserve detailed product information while simplifying navigation and reducing content complexity. By redesigning the information architecture, the new platform aligned with the refreshed brand identity, improved product discoverability, and delivered a clearer, more intuitive experience for both product-focused users and general visitors.

Role
Product Designer
Scope
Information Architecture, UX/UI Design, Content Strategy, Responsive Web Design
Platform
Website
Timeline
1 month

Background

As part of a company-wide rebranding, BJJ and BSQ needed to consolidate two separate websites into a single, unified digital platform.

The existing setup created fragmented user journeys, inconsistent brand perception, and operational inefficiencies. However, merging both platforms introduced a key challenge: preserving detailed BJJ product information while preventing cognitive overload for users seeking high-level brand content.

The goal was to design a scalable information architecture that:

  • Aligns with the new brand identity
  • Maintains product discoverability
  • Reduces content complexity
  • Delivers a seamless and intuitive user experience

This project focused on balancing clarity and depth, ensuring the platform serves both product-driven users and general visitors without compromising usability or business objectives.

Problem Statement

Following a company-wide rebranding, Bank Saqu needed to consolidate two separate platforms (BJJ and BSQ) into one unified website.

However, the existing setup introduced key challenges:

  • Fragmented user journeys across platforms created confusion
  • Inconsistent structure weakened brand perception
  • Deep and complex hierarchies made content difficult to navigate
  • Detailed product information risked overwhelming users seeking quick insights

As a result, users struggled to find relevant information efficiently, and the platform failed to serve as a clear and effective entry point.

How Might We?

  • How might we unify two platforms into one seamless experience without increasing complexity?
  • How might we balance detailed product information with simple, digestible content?
  • How might we improve navigation and structure to support faster content discovery?
  • How might we design a scalable system that supports future growth?

Goals

  • Create a unified and consistent digital experience
  • Improve product discoverability and navigation clarity
  • Reduce cognitive load through better structure and hierarchy
  • Ensure accessibility and readability across user segments
  • Support business goals: engagement, conversion, and SEO performance

Key Insight

The challenge was not just merging two platforms; it was reducing complexity while increasing content depth.

Users needed both:

  • Quick understanding (high-level content)
  • Detailed information (product exploration)

This required designing for both entry-level browsing and deep exploration within the same system.

Design Strategy

Instead of simply combining both websites, we focused on restructuring the experience through scalable information architecture.

We explored two approaches:

  1. Merge all content into a single structure
  2. Create a layered system balancing high-level and detailed content

We chose the second approach to prevent cognitive overload while preserving product depth.

Strategy:

  • Organize content into clear hierarchical categories
  • Separate high-level content from detailed product information
  • Align navigation with user intent (Personal vs Business)
  • Improve content grouping for better scannability
  • Reduce unnecessary complexity and redundant layers
  • Design a flexible structure for future expansion

Guiding principle:

A unified platform should feel simpler, not bigger.

Solution

Existing Information Architecture



1. Information Architecture Redesign

Redesigned the site structure to reduce depth and improve discoverability:

  • Simplified hierarchy and reduced unnecessary layers
  • Grouped related content into logical categories
  • Created clearer pathways to key products and features



2. Introduced segmented navigation to align with user intent:

  • Personal → Individual banking needs
  • Business → Business-focused solutions

This reduces cognitive load and helps users quickly find relevant products.



3. Homepage Simplification

Redesigned the homepage to guide users more effectively:

  • Clear entry points for different user segments
  • Improved visual hierarchy and spacing
  • Structured content sections for easier scanning
  • Highlighted key actions and products

This transformed the homepage into a clear entry point rather than an information dump.

Impact & Result

User impact:

  • Improved content discoverability through clearer structure
  • Reduced user confusion when navigating between products
  • Faster access to key information and features
  • Improved user understanding of product offerings

Business impact:

  • Increased engagement through better navigation clarity
  • Higher conversion potential due to clearer CTAs
  • Improved SEO performance through structured content

Reflection

This project reinforced that designing scalable systems is not about adding more structure, but about making complexity feel manageable.

Key learnings:

  • Information architecture is critical in large-scale platforms
  • Clear navigation reduces both cognitive load and business friction
  • Designing for both exploration and efficiency requires layered thinking
  • Strong UX decisions must balance user needs, business goals, and future scalability

Ultimately, the success of a unified platform lies not in how much it contains, but in how easily users can understand and navigate it.

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