Summary

bLink is the leading Swiss open banking platform from SIX. I supported the bLink team to create a new microsite for their digital product offering. Further, I collaborated with a Webrepublic SEO consultant to craft the new information architecture.

Goals

• Develop a Minimal Lovable Product (MLP) that presents relevant information in a structured and user-friendly format, ensuring easy navigation. 
• Establish an information architecture that is both straightforward and aligned with UX and SEO best practices.

Challenges

• bLinks offering used to be embedded in the main website of the SIX Group. Through the main navigation the product offering was hard to find.
• The information about bLink was both overwhelming and disorganized, lacking page focus and well-considered user flows.
• The visual design of the bLINKs product offering did not follow state of the art and mismatached users expectation
• bLINK is a sophisticated product tailored for a niche audience

Approach

I partnered with the bLink team to conduct interviews, extracting insights through affinity mapping and translating them into journey maps.

To gain industry perspectives, I conducted a benchmark analysis.

Adopting an iterative approach, I began with low-fidelity wireframes and evaluated the information architecture. 

I gathered feedback from various stakeholders, analyzed their input, and incorporated the findings.

The refined concept, design and product requirements were then delivered to the bLink in-house team. Contributing to weekly meetings, I played a role in refining the MLP from a conceptual, design and requirements standpoint.

Interviews

Interviews have been conducted with four main target groups:

• Managers from Banks
• Developers from Banks
• Manager from Third-Party Providers (TTP)
• Developer from TTPs

Interview insights revealed diverse needs and tasks among various target groups. Business specialists from banks and third-party providers sought easily comprehensible information on the microsite, without requiring extensive technical expertise.

Developers expressed a need for comprehensive technical details about the service and advocated for unrestricted access to a self-service developer portal, including a test environment and documentation hub.

Journeys & Information architecture

Based on insights gathered during interviews, I created journey maps for each of the diverse target groups.

An information architecture was iteratively developed in collaboration with the bLINK team and an SEO consultant.

The objective was to design an information architecture that offers multiple entry points for both business people and developers, ensuring efficient and effective user journeys.

Results

The project achieved significant improvements in user navigation, reducing clicks required to access bLink’s product offerings via the main navigation on six-group.com by over 50%. This specialized microsite, tailored to its niche audience, not only offers streamlined user flows and concise product information but also enhances various marketing efforts, including paid advertising and organic search.

The new microsite prominently features a clear value proposition in the viewport, while the navigation menu directs users to key sections tailored to specific target groups.

Content is meticulously organized, utilizing various text styles, cards, and visuals such as images and icons to enhance readability. Moreover, inclusion of partner logos on the homepage helps establish credibility.

Moving forward, the focus will be on further enhancing the microsite, particularly in optimizing the user experience for developers. This entails ensuring freely accessible ZIP-files containing documentation and offering self-service sign-up for the test environment.