Platform Navigation | Competitive Analysis

Web and App Nav

In the discovery phase of the UX Initiative to revisit Navigation, we conducted a comprehensive analysis of the market's top companies.

Project type

UX initiative | Team project | Retail Online Platform

Duration/time

2020

Role

IxD Designer, UX Lead




BackGround

Let's Check Out What the Future Can Bring

In the early stage of the UX initiative to reimagine the navigation of financial institutions' web and mobile apps, we conducted a comprehensive competitive analysis of the leading retail financial players on the market.

THE CHALLENGE

Guiding Users to Financial Health

The rapid growth of products and services in banks' portfolios prompted the need to restructure the current web and mobile app navigation. In addition to evaluating legacy items, the main objective was to explore the option of implementing new products and services into meaningful journeys that can help users reach financial stability and maintain financial health.

POTENTIAL SOLUTION

Look around. There is more to learn from others.

our national competitors. Every IxD was doing the competitive analysis within the UX team while the UX researchers conducted the research during the discovery phase. We analyzed the primary and secondary navigation on the Web app and primary navigation on Mobile phones. Understanding the market trends and navigation models brought valuable learning.

Summary

Example

1. Mega menu

Capital One

2. Quick Links

Bank of America

3. Simple nomenclatures

Chase

4. Bottom Navigation

comparison

Web App & Mobile App

As the table indicates, most banks follow an established pattern of grouping most frequently user-item. We can see money in, money out, and grow money.  
The only exception is Capital one providing the account base model. This model puts action below account in the hierarchy.

Web App and Mobile App

Bank of America

Web App

Wells Fargo

Web App and Mobile App

Chase J.P. Morgan

Web App and Mobile App

Capital One

Web App and Mobile App

American Express

Web App & mobile App

Ally

Web App

Discover Bank

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