Persona-Centric Design Fuels Digital Banking Transformation

Challenge: Fragmented Workflows Hurt User Experience

Within its Corporate & Investment Bank, a top 10 US bank struggled to serve a diverse user base. Without clear personas or tailored interfaces, employees wasted time seeking information from multiple sources. Inefficient workflows hurt productivity and user satisfaction. The bank needed a digital banking transformation partner to create a single source of truth and experiences that fit each user group.

Solution: Persona-Centric Design for Better Interfaces

Sparq redefined user experience with a research-driven, persona-first approach:

• User Persona Analysis: Identified and analyzed distinct Corporate & Investment Bank user groups.

• Insight-Driven Design: Mapped goals, pain points, and efficiency needs for each persona.

• Tailored Interfaces: Created high-fidelity mockups and tested designs to ensure alignment.

• Iterative Refinement: Applied design thinking to refine experiences before full-scale implementation.

Results: Higher Adoption and Unified Information Access

• Increased Efficiency: Streamlined workflows reduced time searching for data and improved productivity.

• Enhanced User Adoption: Intuitive designs boosted satisfaction and engagement across CIB operations.

• Unified Access: A single source of truth eliminated silos, improving collaboration and decision-making.

• Future-Ready Framework: Established a scalable model for ongoing digital banking transformation initiatives.