App and web, separate or unified identities?
Designing the identity of each of the bank's channels
30 s for the summary5 min for the full case
In 30 seconds
The bank replicated everything from the website in the app, and vice versa. I led the research to understand what people use each channel for. The app turned out to be the place for quick, everyday things, and the website the place for in-depth, important ones. With that we defined an identity for each channel, 4 variables to decide where each feature lives, and prototypes of transfers and cards that show how the same flow changes depending on the channel.
- 90 %
- of logins and transactions go through the app
- 6x
- average amount per transaction on the website
- 4
- variables to decide each feature’s channel
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